EP. 21 | Behind-the-Scenes of Smartpak’s Rebrand to Smart Equine with John Barry, CEO

Join me as I sit down with John Barry, the CEO of Smart Equine (formerly Smartpak) to unpack the strategy, intention, and cultural alignment behind their recent rebrand. This conversation reveals how Smartpak evolved into Smart Equine, not as a cosmetic refresh, but as a reflection of deeper organizational clarity and a renewed commitment to horse health. From data-driven insights to team-led decisions, Smart Equine’s transition offers a blueprint for brands navigating identity shifts without losing soul or substance. Register for the Your Personal BrandOS Training at https://blackunicorncreative.com/personal-brand-os Key Topics: Why Smartpak became Smart Equine How internal culture drove external brand change The role of customer feedback and frontline employees in rebranding Balancing innovation with legacy Reimagining customer experience in equine wellness Expanding access through omni-channel strategy Timestamps: 00:00 – Introduction to the podcast and today’s guest 16:00 – Why Smartpak rebranded to Smart Equine 18:00 – The internal culture and data that shaped the shift 21:00 – Aligning rebrand efforts with core mission, not market pressure 23:00 – Broadening brand reach while honoring legacy 26:00 – Lessons from employee and customer feedback 28:00 – How customer care evolved with the rebrand 33:00 – Measuring alignment between brand and culture 36:00 – The operations behind omnichannel expansion 38:00 – Final reflections on leading with purpose, science, and soul Mentioned in This Episode: Smart Equine Website Dover Saddlery Valley Vet Guest Bio: Today’s guest is John Barry, the CEO of SmartEquine—formerly known as SmartPak—and a seasoned leader in equine wellness and consumer goods strategy. Since stepping into the helm in January 2023, John has guided the rebrand from SmartPak to SmartEquine with a resounding purpose: honoring the company’s legacy of science-backed innovation while deeply listening to the equestrian community’s needs. Subscribe to the Digital Hoofprint Podcast on Apple Podcast, Spotify or your favorite podcast player. Leave a review and share this episode with brand leaders or entrepreneurs in your life.