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Brand Audit

Welcome to the second in our blog series about considerations and criteria for implementing a successful corporate rebrand project. In last week’s blog article we discussed how the specialized expertise of today’s MarCom managers contributes to executives’ ability to make sound business decisions. This week we discuss the importance of arming executives with the data they need to get behind your proposed strategy for the implementation of a successful corporate brand change.

The old saying that “timing is everything” couldn’t be more true when talking about branding. The desire to change brands can be the end result of an acquisition, merger, or another fundamental change in an organization’s business or goals for their business. These changes can happen suddenly and the timetable to change the brand name and reshape the brand’s goals can be a daunting challenge, especially when faced with strict deadlines.