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Read the latest brand insights and perspectives from our experts. We dive into topics such as planning for rebranding, how to optimize your brand and marketing operations, building a rebranding budget that works for your organization’s financial needs, and more. Thirsty for even more best practices for brand change? Subscribe to receive our brand insights by email, and you’ll never miss out on the latest thinking.

Refreshing your brand? Don’t overlook these 5 variables

Ade Ajibola, Ian Doubleday

Brand Consistency Rebranding Implementation

At first glance, a brand refresh seems far less complicated than a complete brand overhaul. After all, how hard can it be to tweak a logo or evolve your messaging? The short answer is that it’s harder than you think. Implementing any kind of brand change requires careful thought, in-depth p…

Unpacking the patient-as-consumer trend: 3 ways for healthcare brands to compete

Katie Gordon

Brand Consistency Brand Implementation Technology & Tools Brand Trends and Predictions Healthcare Providers and Insurance Brand Implementation M&A / Divestiture Brand Changes

The healthcare landscape looks different today than it ever has before. And as non-traditional consumer-first companies like Amazon and Google disrupt your industry and actively vie for market share, your healthcare organization must embrace a patient-as-consumer mindset to stay relevant. But…

Track the right KPIs to measure (and maximize) the impact of rebrand implementation

Eli Greenspan, Jon Levy

Brand Consistency Rebrand Implementation Strategy Rebranding Implementation

Getting to the finish line of rebrand implementation is, in itself, a measure of success. And it’s obviously worth celebrating having completed the heavy lift of converting all your branded assets to your new identity. However, if you only think of success in terms of your rebrand’s final…

Delegate or retain control? Decide how to manage your brand change before it starts

Patrick Heath

Brand Consistency Brand Implementation Technology & Tools Rebranding Implementation

If you’re on the brink of a rebranding or reconfiguring your brand and marketing operations, there’s a key question you need to consider early in the planning process: How much control will the marketing team maintain during implementation? Some marketing leaders keep a close eye on every ele…

How to unlock efficiencies and maximize the impact of your M&A-driven rebrand

Philip Guiliano, Paige Reilly

Brand and Marketing Operations Brand Consistency M&A / Divestiture Brand Changes Rebrand Implementation Strategy Rebranding Implementation

The desire for market growth is always a primary factor behind M&A deals. But in today’s uncertain economic climate, unlocking cost-saving efficiencies is just as important. An expertly executed rebrand implementation can contribute significantly to an M&A deal’s ultimate profitabilit…

The right way to factor HR into your rebrand implementation plan

Heather Jones, Maggie Rickaby

Brand Consistency Corporate Rebrand Implementation Rebrand Implementation Strategy Rebranding Implementation

Much of your rebrand’s ultimate success hinges on how well you roll it out to your internal audience. That starts with understanding the role your human resources department will play in the implementation process. Why? Employees are simultaneously consumers of and representatives of your brand…

Rolling out an M&A-driven rebrand in 2023? Here’s a success story to inspire you

Charn Gill, Minh Huynh

Brand Consistency Healthcare Providers and Insurance Brand Implementation M&A / Divestiture Brand Changes Rebrand Implementation Strategy Rebranding Implementation

If you’re bringing two (or more) brands together in 2023, you undoubtedly feel enormous pressure to get it right. After all, rebranding is never easy, and M&A-driven rebrands are particularly challenging. Typically, time is of the essence and there are often a host of legal and regulatory comp…

3 causes of brand inconsistency and how to mitigate them during a rebrand

Eli Greenspan, Paige Reilly

Brand Consistency Brand Implementation Technology & Tools Rebranding Implementation

Looking for gaps in brand consistency — and addressing them before they become a significant problem — is critical to your rebrand’s ultimate success. That’s because, at its heart, brand consistency is about fostering trust. A predictable and repeatable brand experience keeps your internal …

How the environment can mess with your rebrand: 3 questions to ask about seasonality and climate

Robert Sokoloff

Brand Consistency Rebrand Implementation Strategy Rebranding Implementation Signage Implementation

It’s common for marketing leaders who’ve never been through a rebrand to orient their implementation plan around their desired launch date. They choose that date based on a variety of internal factors and then retrofit their implementation plan to meet their deadline. But the better approach …

Rebrand implementation guide: Top 10 signs your rebrand is on the path to success

Patrick Heath, Heather Jones

Brand Consistency Rebrand Implementation Strategy Rebranding Implementation Rebranding Implementation Budgets

Shaping a new brand identity can be a lot of fun, and the early days of a rebranding initiative are filled with high levels of excitement and enthusiasm. But what happens when you complete the creative work and focus intently on implementation? How can you be sure you have all the pieces in place to…

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We are constantly thinking about the world around us.

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