Marketing Was Born to Stand Out. A Brand Is How You Prove It.

Tara CoreyTara Corey
Jun 22, 2026

I’ve spent most of my career being the person who makes marketing work. The operations, the pipeline, the measurement. The engine room. I was good at it. But it was never the whole reason I got into marketing. 

The part that pulled me into this work was the creative side. The bold idea. The campaign that makes someone stop and feel something. The brand that doesn’t just describe what a company does but captures what it believes. I spent a long time working around that before I finally got to work inside it. 

This rebrand is the culmination of that. And I want to explain what that is, because it is more than a new logo and a new color palette. It is a point of view. One that we believe is overdue, not just for Optimizely, but for marketing as a whole. 

What the new Optimizely brand stands for 

Marketing was born to stand out. The craft of a campaign that lands. The instinct behind a message that resonates. The satisfaction of building something that genuinely moves people. That is what drew most of us to this work, and it is the idea at the center of our new brand. 

But in the pursuit of efficiency, marketers ended up in a survival loop. More process. More pressure. More tools that promised to help and mostly just added noise. Bold got expensive. Original got risky. Safe became the default, and creativity became the thing you got to if there was time left over. For most teams, there never is. 

We exist to break that cycle. To give marketers their edge back. Faster launches. Smoother workflows. The headroom to be genuinely creative. A platform where AI works with your brand context, humans stay in control, and the output truly reflects your standards. The new Optimizely brand is built around that belief, visually, tonally, and strategically. 

The challenge in marketing has never really been catching attention. Any brand can interrupt. The harder, more valuable thing is keeping it. You keep attention with content and messaging that is genuinely relevant, human, and worth someone’s time. That requires creativity. It requires teams with the space to think, and tools that get out of the way. That is what we stand for. That is what this brand says. 

Most B2B brands look the same because it feels safer. We’ve learned that safer and better are not the same thing. When you look like everyone else you make the buyer’s job harder, compete on features and price because there is nothing else to compete on, and make it easy for them to forget you the moment the meeting ends. A brand is a point of view. This is ours. 

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Optimizely Brand Launch Video
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Most B2B brands look the same because it feels safer. We’ve learned that safer and better are not the same thing. When you look like everyone else you make the buyer’s job harder, compete on features and price because there is nothing else to compete on, and make it easy for them to forget you the moment the meeting ends.

Tara Corey, CMO, Optimizely

Why the brand had to change 

When I joined Optimizely, Shaf and the team brought me in for my depth in demand gen, operations, and pipeline management. But one of the first things I said was: I think we have a brand problem. 
 
We already had great products. Multiple category leadership positions. A platform that had evolved dramatically, with real AI capability and genuine innovation happening every day. But the brand wasn’t reflecting who we’d become. We weren’t known for what we’d built. We were a different company than even a year ago and nothing on the outside said so. 

I pushed from the beginning to do this with real external research, not just internal conviction. We wanted to hear from customers and prospects first. What they were experiencing. Where the gaps were. What they really needed. That research confirmed what I’d felt walking in the door and shaped everything that followed. 

I’d come from mainly conservative brands, organizations not willing to take risks with how they showed up. From day one, both Alex and Shaf gave me the confidence to push and be brave. That kind of support from a CEO and President is rarer than it should be, and made all the difference. 
 
And honestly, getting to market to marketers for a martech company is a dream job. This rebrand has finally given me the space to do the work I was originally drawn to: the creative storytelling, the brand conviction, getting into the real pains and frustrations that marketers face every day and building something that speaks to them. 

What this means for you 

Today we are introducing a new brand that reflects who we’ve become: the AI platform for marketing and digital teams. The new brand is designed to better represent our progress and the innovation happening every day. 

AI is giving marketing teams extraordinary capability right now. But using it to automate the old playbook just runs the same cycle faster. The real opportunity is reimagining what becomes possible when the constraints are lifted. New experiences. Outcomes that weren't possible before. Work built by humans who finally have the headroom to think. That is marketing liberation. And it is what we are here to make real. 
 
Great leadership matters more in this moment than it ever has. As executional work gets automated, what cannot be replaced is a leader who gives their team the permission and space to do their best creative work. That is what we are building toward, at Optimizely and in the teams we serve. 

There's something fitting about the fact that we get to market this to marketers. We use Optimizely ourselves. We live with the same pressures, the same need to move fast without losing what makes the work good. We drink our own champagne. That's equal parts exciting and humbling. It means we must show up the way the technology was meant to work, not just talk about it. 

You will see a new look across the product, starting with our logo and navigation. Same workflows, same integrations, same settings. Now with a fresh identity that finally reflects how far we've come. 

And honestly, the part I'm most looking forward to is proving it worked. My background is in ops and performance. I know how to measure what matters. Brand impact is usually the hardest thing to quantify, and the last thing to get credit. But we made these decisions with conviction, and I intend to show they were the right ones. That's the full circle moment. And it might be the most satisfying work yet. None of it happens without an incredible team across the organization who showed up and made it real. I am so proud of every one of them. 
 
P.S. We built this with Optimizely's AI platform for marketing. Obviously.