We are constantly thinking about the world around us.

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.

Marketing’s strategic role in M&A: Unlocking value in the rebrand

Philip Guiliano

M&A / divestiture brand changes Rebrand Implementation Strategy

M&A activity exploded by 30% in the first five months of 2024, ushering in a period of significant corporate consolidation. Major deals, such as Chevron’s proposed $53 billion acquisition of Hess and Paramount’s planned merger with Skydance, underscore the magnitude of change and opportunity…

M&A rebranding: What brand leaders should do well before deal closure

BrandActive

Budgeting and financing Impending rebrand M&A / divestiture brand changes

Mergers and acquisitions offer significant opportunities for business growth and brand evolution. The period before the deal finalizes is critical for laying the groundwork for a successful rebranding strategy. This preparatory phase allows your organization to align marketing efforts with the combi…

Accelerate or pause: Maximize your rebrand after a merger

BrandActive

M&A / divestiture brand changes Rebrand Implementation Strategy Rolling out your rebrand

Implementing a rebrand after a merger is always a big deal. When the merger involves two brands with added layers of legal regulatory considerations, things can begin to feel like an overwhelming cascade of moving parts. When brand teams find themselves in this scenario, the strategy is often to …

Navigating an M&A in the financial sector: Four strategies for success

BrandActive

Brand implementation technology & tools Company culture M&A / divestiture brand changes

The days, weeks, and months following a merger or acquisition are an exciting and busy time for any organization. With systems to integrate, new team members to onboard, and product lines, cultures, and brands to merge, teams from marketing to operations can find themselves juggling multiple roles w…

Marketing and brand operations—a key piece of the M&A puzzle

BrandActive

M&A / divestiture brand changes Marketing and Brand Operations Standardizing marketing processes

Mergers and acquisitions are busy, complicated, and often, very confusing. Merging two different cultures, processes and teams, while managing brand implementations or tech stack optimization can stretch teams far beyond what they’re accustomed to. By definition, the concept of “business as usua…

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

BrandActive

Brand implementation technology & tools 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…

Rebranding after a PR crisis? 5 strategies to win employee buy-in

Jo Clarke, Heather Jones

Employee concerns about brand change Joining multiple brands under an M&A M&A / divestiture brand changes

Recovering from — and moving beyond — a reputational crisis can feel like an insurmountable challenge. Whether your brand has made headlines due to real or perceived wrongdoing, been “canceled,” or attracted increased scrutiny because of a merger or acquisition, rebranding is often the best…

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

Philip Guiliano

Brand inconsistency Joining multiple brands under an M&A M&A / divestiture brand changes Marketing and Brand Operations Rebrand Implementation Strategy Standardizing marketing processes

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…

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

Charn Gill

Joining multiple brands under an M&A M&A / divestiture brand changes Rebrand Implementation Strategy Successful rebrand examples and trends

If you’re bringing two (or more) brands together, 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 complexities…

Brand and marketing outlook 2023: 5 ways to bolster your brand in an uncertain economy

Philip Guiliano, Vladimir Kacar

C-suite support Employee concerns about brand change Joining multiple brands under an M&A M&A / divestiture brand changes Marketing and Brand Operations Standardizing marketing processes

Organizations tend to respond to periods of economic uncertainty in one of three ways. On one end of the spectrum, they double down on their growth strategy to achieve market gains and outpace the competition. On the other end, they cut spending, reduce the size of their workforce, and put a morator…

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We are constantly thinking about the world around us.

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