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Brand Management System

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.

How does a global company roll out “the next new thing?” Deploy it in hundreds of offices? In dozens of countries? To legions of employees? To thousands of customers and prospects? These days, corporations rely on analytics and sophisticated logistics that drive thousands of point decisions in parallel.

Signage Value Engineering is the process of identifying, from both a business and a technical perspective, the best approach to transitioning signage from old brand identity to new. Minimizing costs while maximizing function and brand impact are the ultimate objectives of Signage Value Engineering. Since the manufacture and installation are usually the most costly components of a rebranding budget, your organization’s approach to replacing old with new should rely on proven best practices and should receive focused attention.

We wrote in a recent blog article on best practices for branded asset management that in our experience, a typical brand transition requires accounting for (and devising a replacement strategy for) hundreds or even thousands of branded assets. (We define branded assets as any physical asset that displays a logo or a company name).

As marketplace competition soars for mindshare, customer loyalty, and brand equity, today’s corporate marketing & communications (‘Marcom’) pros are being granted a more prominent role in C-level boardroom decision making. Tasked with achieving above-market growth, and acknowledging how much the Internet, social media, and other forces are enabling customers an intensely direct interaction with brands, execs need their Marcom staff to be uber-savvy collectors of valuable customer information and analytics. David Edelman, in a recent Entrepreneur magazine article, asserts that “2014 will be the year that marketing leaders must become providers of insight, creators of connections, deliverers of performance improvement.”