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.

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

Thursday, December 8, 2022 | Philip Guiliano, Vladimir Kacar, Paige Reilly

Brand and Marketing Operations Brand Trends and Predictions M&A / Divestiture Brand Changes

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

Tuesday, October 18, 2022 | Kavya Paul, Ian Doubleday

M&A / Divestiture Brand Changes Pharmaceutical and Life Sciences Brand Implementation Rebranding Implementation

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…

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

Wednesday, February 16, 2022 | Philip Guiliano

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

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

Tuesday, March 16, 2021 | BrandActive

M&A / Divestiture Brand Changes Rebranding Implementation

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…

How to lay the groundwork now for your next M&A-driven rebrand — and improve your ROI in the process

Sunday, June 7, 2020 | BrandActive

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

If your organization is actively acquisitive — or if you plan to pursue an acquisition in the not-too-distant future — then the time to start preparing for an M&A-driven rebrand is now. Of course, you can’t yet run detailed rebranding scenarios. Those specifics haven’t yet materialized. …

How to navigate a rebrand for a merger of equals

Thursday, April 9, 2020 | BrandActive

M&A / Divestiture Brand Changes

When two similarly sized companies come together in a “merger of equals,” the process of rebranding may take on an interesting — and challenging — twist. Unlike an M&A in which an obvious “parent” company calls the shots, the two entities in a merger of equals must find a way to knit…

Get ahead of a healthcare system merger or divestiture before it gets ahead of you

Monday, March 23, 2020 | BrandActive

Healthcare Providers and Insurance Brand Implementation In The News M&A / Divestiture Brand Changes

This article first appeared on the HITMC website. If you are a marketer in a healthcare system, chances are good you’ll have to figure out the rebranding implications of an M&A or divestiture transaction. Here’s why: Last fall, the AHA released a study showing that healthcare merge…

Why your technology rebrand due to M&A is larger than anticipated

Wednesday, September 25, 2019 | BrandActive

M&A / Divestiture Brand Changes Technology Industry Brand Implementation

You get a call from the CEO: “Hey, we just acquired Company XYZ for $2.1 billion. What is Marketing’s plan?” At technology companies, this scenario has become increasingly common. And if you have been keeping up with the state of the technology landscape, you are well aware that M&A activi…

Managing competing rebrand priorities in a financial sector merger

Wednesday, August 7, 2019 | BrandActive

Financial Services Brand Implementation M&A / Divestiture Brand Changes

Regulatory changes, increasing competition, changing customer dynamics, and advancing technology — it’s all combining to create a ripe environment for mergers and acquisitions in the financial services industry. Some of the country’s leading regional banks are merging, including TCF Financial …

Brand governance for M&A: protecting your rebrand investment

Tuesday, July 2, 2019 | BrandActive

Brand and Marketing Operations M&A / Divestiture Brand Changes

Brand governance is key to the successful implementation and maintenance of any brand over time. Without such an infrastructure, companies are at risk for brand fragmentation and resource and investment inefficiencies. Most important of all, they risk an inconsistent or confusing brand experience fo…

Pages: 12

We are constantly thinking about the world around us.

Filter By Type

Filter By Topic

Filter By Author

Filter By Year