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

  • Streamlining a complex energy rebranding
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    Streamlining a complex energy rebranding

    Friday, January 18, 2019 | Ian Kaplan, Patrick Heath

    Energy Company RebrandingRebranding Implementation Budgets

    BrandActive has unique expertise in the financial analysis, strategy, cost optimization, and logistics of global rebrand implementation programs. That’s why preeminent businesses often come to BrandActive for help during times of brand change. A recent case in point is Enbridge. Our team of …

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  • How companies build and conserve brand value during a rebrand
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    How companies build and conserve brand value during a rebrand

    Monday, January 14, 2019 | Philip Guiliano

    Branded Asset ChangeMinimize Rebrand Risk

    Ok, so depending on who you talk to, brand value can have a slew of different meanings. A CMO or CFO might look at it as something to be measured, calculated, and have a contribution to the company’s balance sheet. It might be seen in market share, share of wallet indicating how easy it is for …

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  • Top lessons for improving patient experience during a rebrand
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    Top lessons for improving patient experience during a rebrand

    Monday, January 7, 2019 | Andy Pollock

    Advice to Marketing ExecutivesHealthcare Rebrand ImplementationRebranding Stakeholders

    Hospitals and health systems are facing a watershed moment. Due to all the merger and acquisition activity over the past 15 years, increasing numbers of people now find themselves seeking care at a healthcare system. These powerful organizations compete to offer an excellent and cohesive customer…

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  • Top trends in digital branding: your guide to user-generated content
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    Top trends in digital branding: your guide to user-generated content

    Monday, December 17, 2018 | Nicole Kemp

    Advice to Marketing ExecutivesRebranding Implementation

    Increasingly, brands rely on digital channels to engage with customers and prospects. However, brands are seldom in charge of the messaging their audiences see on these platforms. Customers often learn about your brand through user-generated content. They form perceptions through social influencers.…

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  • Three reasons why AI is a rebrander’s new ally
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    Three reasons why AI is a rebrander’s new ally

    Tuesday, December 11, 2018 | Michael Singh

    Rebrand Implementation StrategyRebranding Rollout Plan

    More than just a buzzword, AI is a pivotal part of realizing brand change on time and on budget. These technology tools allow project teams to streamline processes and give scenarios while computers do the heavy lifting of calculating and extrapolating scope of costs. AI is beginning to provide mark…

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  • Bridging the gap between Procurement and Marketing
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    Bridging the gap between Procurement and Marketing

    Tuesday, December 4, 2018 | Philip Guiliano

    Advice to Marketing ExecutivesProcurement

    According to many attendees at the recent ProcureCon Marketing Conference, Procurement has a branding problem. It’s no doubt that as marketing procurement continues to evolve – the ultimate value, mission, and partnership with the marketers and company they intend to serve is still a daily st…

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  • Cost-saving process improvements that extend beyond the rebrand
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    Cost-saving process improvements that extend beyond the rebrand

    Monday, December 3, 2018 | Philip Guiliano

    Corporate Rebranding ImplementationRebranding Implementation Budgets

    At first take, now seems like the time to celebrate. Or at the least, let out a long sigh of relief, sit back and relax a bit. Your executive team has signed off on the new brand. Your peers and employees seem excited about the new strategy and design. But if you really want to hit your rebrandin…

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  • Providing accurate rebranding implementation estimates using benchmarks
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    Providing accurate rebranding implementation estimates using benchmarks

    Monday, November 26, 2018 | Michael Singh

    Rebrand Implementation Strategy

    Ask anyone who has been through it: rebranding implementation is a stressful time for the people in marketing who are usually the ones responsible for making it happen. The scale of the project, which touches every branded asset, is daunting enough. Add to that the need to juggle executive demands, …

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  • 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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