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Posts by Marie Greatrix

Rebranding can help a business expand markets and profits. But without careful planning and stewardship, the rebrand implementation portion of the branding process could easily morph into one of those unfortunately notorious projects. You know, the kind that makes a marketer wince for years to come. Costs spiral over budget and the internal reputation of the marketing department drops a notch. 

Your transition team may be breathing a collective sigh of relief: With the brand strategy and new design approved and in hand, you’ve turned your attention to rebranding high-profile items such as signage and the website. Not that the project is close to complete, of course. Marketing still needs to rebrand digital collateral, but that shouldn’t be hard. Once a full inventory is in hand, it’s just a matter of swapping out logos, right? NewCo (the merged entity) is almost ready for business!

We all know about Murphy’s Law: “Anything that can go wrong, will.” In the course of many rebrandings, we’ve uncovered a few examples. In one case, just before the grand opening of a new location—at which a new sign was to be unveiled at just the right moment—the sign vendor shipped the wrong sign cover.

Given the increasingly competitive and ever-changing global marketplace, it is reasonable to expect that most branding, marketing and corporate communications professionals will be charged with implementing a rebranding project resulting from a merger or acquisition during their career. Having led the creation and evolution of the discipline of brand implementation management over the majority of the past two decades, BrandActive has a wealth of detailed content to provide on this topic and this post is meant to cover the basics. We are always available to have this conversation, and when you’re given a mandate to oversee a cost-effective transition of two companies’ brands, this 10-step action plan provides a macro snapshot of what you should expect and plan for.