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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.

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

Katie Gordon

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, Paige Reilly

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 in 2023? 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 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…

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

Philip Guiliano, Vladimir Kacar, Paige Reilly

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…

How to implement pharmaceutical/biotech brand integration as M&A deals proliferate

Kavya Paul, Ian Doubleday

C-suite support Joining multiple brands under an M&A M&A / divestiture brand changes

Large pharmaceutical companies are increasingly positioning their brands to lead the charge in developing holistic solutions to complex global health concerns. Fueled by the success of life-saving COVID-19 vaccines and other medications, many are acquiring or reshaping biotech companies to harness t…

Ready for brand evolution? Hype up your team’s entrepreneurial spirit

Tatum Shiff

Employee concerns about brand change M&A / divestiture brand changes Managing a short timeframe Rolling out your rebrand Successful rebrand examples and trends

Evolving with your customer has never been more important. As consumers become more willing to spend on brands they believe in and quicker to disengage from those they don’t, companies worldwide are heeding the call to evolve. For many of them, this comes in the form of a rebrand. In our recent…

3 ways to suit up for an M&A-driven rebrand (even if the deal is still TBA)

Philip Guiliano

Budgeting and financing Converting a wide variety of assets Employee concerns about brand change Joining multiple brands under an M&A M&A / divestiture brand changes Marketing and Brand Operations

M&A activity continues to pick up momentum, increasing the pressure on marketers to rebrand quickly and efficiently. KPMG reports that M&A transactions totaled $3.8 trillion in 2020 and $5.1 trillion in 2021. And this growth shows no signs of stopping as brands seek to overcome persistent su…

Rising to the new challenges of M&A rebranding in 2021

BrandActive

M&A / divestiture brand changes

M&A activity is picking up. According to a Deloitte survey conducted in late 2020, 42% of executives expect M&A deals to reach pre-pandemic levels during 2021. In a more recent report, Morgan Stanley projects not just a rebound in M&A, but an acceleration spurred by strategic consoli…

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We are constantly thinking about the world around us.

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