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Read the latest insights and perspectives from our rebrand implementation experts.

  • Creating an internal procurement brand to support marketing effectiveness
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    Creating an internal procurement brand to support marketing effectiveness

    Saturday, November 17, 2018 | Ian Kaplan

    Corporate Rebranding Implementation

    This week, I had the pleasure of attending ProcureCon Marketing 2018. As I fly home, I now find myself thinking the most about two presentations. Both Dianne Amidon, Senior Sourcing Category Manager, Martech and One-Intuit Strategic Partnerships at Intuit and Liz Ziegler, Senior Sourcing and Catego…

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  • 5 quick take-aways from Day One of the ProcureCon Marketing Conference
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    5 quick take-aways from Day One of the ProcureCon Marketing Conference

    Wednesday, November 14, 2018 | BrandActive

    Corporate Rebranding ImplementationRebranding Implementation

    While attending the annual ProcureCon Marketing Conference in San Diego this week, I’ve thought about the friction that can arise between Procurement and Marketing. Some in Marketing see Procurement as a roadblock and use sidestep maneuvers to get around their process. Others in Procurement view M…

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  • Three Questions Your Leadership Will Ask About Your M&A Rebrand Implementation Plan (and how to answer them)
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    Three Questions Your Leadership Will Ask About Your M&A Rebrand Implementation Plan (and how to answer them)

    Monday, November 12, 2018 | Vladimir Kacar

    Advice to Marketing ExecutivesCorporate Rebranding Implementation

    One way to bring down the stress level of rebranding due to M&A activity is to prompt your leadership to ask you the hard questions about rebranding implementation as early in the process as possible—questions like these: How will you manage our rebranding implementation? How much …

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  • Moving the conversation to rebranding implementation
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    Moving the conversation to rebranding implementation

    Thursday, November 1, 2018 | Andy Pollock

    Advice to Marketing ExecutivesRebranding ImplementationRebranding Rollout Plan

    When given responsibility for large-scale rebranding, a challenge you may have not faced before, where do you begin? Perhaps you’ll schedule coffee or lunch with a few trusted members of your network—fellow CMOs and senior marketing executives. If you’re fortunate, an old college roommate w…

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  • The state of healthcare marketing, from cupcakes to storytelling and digital engagement
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    The state of healthcare marketing, from cupcakes to storytelling and digital engagement

    Wednesday, October 31, 2018 | BrandActive

    Advice to Marketing ExecutivesHealthcare Rebrand ImplementationRebranding Implementation

    When I arrived in Seattle for this year’s Society for Healthcare Strategy & Marketing Development conference (SHSMD), I wasn’t exactly sure what to expect.  Of course, I had done my homework. I caught up on my trade press reading and highlighted key sessions to attend. I also researched new…

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  • 3 Questions CMOs ask when rebranding (and 3 questions they don’t ask, but should)
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    3 Questions CMOs ask when rebranding (and 3 questions they don’t ask, but should)

    Monday, October 15, 2018 | Nicole Kemp

    Advice to Marketing ExecutivesCorporate Rebranding Implementation

    Our most iconic companies all rebrand, often multiple times. Take Coca-Cola, which first advertised as “Pemberton’s, the world’s greatest nerve tonic” before relying on the creative instincts and good penmanship of its bookkeeper for the name and script rendition of the original Coca-Cola lo…

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  • How strategic rebranding implementation improves the healthcare stakeholder experience
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    How strategic rebranding implementation improves the healthcare stakeholder experience

    Friday, October 5, 2018 | Andy Pollock

    Healthcare Rebrand ImplementationRebranding Stakeholders

    Half of healthcare provider executives say revamping the patient experience is one of their organization’s top three priorities* The value of healthcare merger deals doubled in the first half of 2018 as compared to the previous year, to over 300 billion dollars. It’s staggering to think about…

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  • How access to marketing benchmarks improves healthcare marketing
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    How access to marketing benchmarks improves healthcare marketing

    Monday, October 1, 2018 | Andy Pollock

    Healthcare Rebrand ImplementationLogistics of Rebranding Implementation

    It’s interesting how many major healthcare systems participate in the annual Healthcare Marketing Communications Benchmarking Study conducted by Gelb Consulting and Cleveland Clinic. Recently, I took a look at this trove of rich, industry-specific data on annual marketing budgets, spending, and st…

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  • 4 ways to reduce rebrand implementation costs due to a merger
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    4 ways to reduce rebrand implementation costs due to a merger

    Friday, August 24, 2018 | Marie Greatrix

    M&A Brand ChangeRebrand Implementation Strategy

    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.…

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  • Planning for rebranding implementation
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    Planning for rebranding implementation

    Tuesday, July 31, 2018 | Philip Guiliano

    Logistics of Rebranding ImplementationRebranding Implementation

    Marketing and communications staff and executives often find a corporate rebranding initiative daunting. That holds true for both those who have experienced the complexities of rebrand implementation before, and those who contribute to a strategic rebranding for the first time. And it’s no wonder:…

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