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Posts by Philip Guiliano

When we work with clients during a rebranding, we often evaluate three different approaches, each with increasing cost and impact: “bronze,” “silver,” and “gold.” But you probably wonder: How often does a client choose just one of these options for all branded assets? Almost never.

At its core, logistics is the careful planning towards anticipated outcomes, as well as the resolve and experience to still achieve those outcomes when the unexpected occurs. Given this is a piece about risk, lets dispose the first part of that definition referring to the ideal projects where perfect planning leads to excellent results, and recognize that complex projects are laden with risk. So, in that context how do you test the mettle of people managing the logistics of a rebranding? You see how they expect the unexpected. You see how their experience and grasp of the situation has led to back-up planning, creative problem solving, and the ability to call upon the data and past experience to continue to keep the train on the rails.

November 12, 2014 marks the official launch of The University of Vermont Health Network brand. The four hospitals that made up Fletcher Allen Partners have been working together for the last three years to improve patient care and operations. Giving the network a unifying name that emphasizes its academic core signals a commitment to working seamlessly across the organization to deliver the same level of excellence in patient care no matter where patients go within the network, and to embrace the changing health care landscape by focusing on value, quality and cost control.

My phone rings, and on the line is a Chief Marketing Officer (CMO) tasked with leading a corporate rebranding initiative. The CMO is asking the Million-Dollar Question: “How much is our rebranding project going to cost?” The question typically arises during the CMO’s due diligence process before cost estimates are due to an executive team. Having guided Fortune 500 clients through complex rebranding projects for almost a decade, I realize the importance of arming my clients with realistic numbers they can feel confident presenting to the C-Suite.

In brick and mortar businesses with recognized brands, signage is arguably an organization’s most powerful branded asset. The benefits of investing in comprehensive signage standards and guidelines---and adhering to them religiously to increase your brand equity---render this aspect of corporate branding a no-brainer. This article describes how BrandActive drives the development of signage families, guidelines, and standards that enable organizations to manage their brands with consistency while instilling trust and loyalty in their customer base.