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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.

CMOs: 7 keys to rebranding success in 2021

Monday, January 11, 2021 | Philip Guiliano

Advice to Marketing Executives Rebrand Implementation Strategy

To say the least, no one saw 2020 coming. As the ground shifted beneath everyone’s feet, most organizations were forced to focus on survival. The priority became short-term problem-solving –For much of the year, your primary goal may simply have been to respond to each new challenge as it arose.…

Overcoming key risks to capture the full value of an M&A-driven energy rebrand

Tuesday, September 8, 2020 | Philip Guiliano, Adrea Fink

Energy Company Rebranding Rebrand Implementation Strategy

If your energy company is headed toward a merger or acquisition, then you know a rebrand is almost certainly on the horizon. Any rebrand represents a major undertaking. But the usual rebranding playbook simply doesn’t account for all the complexities and potential stumbling blocks found in an M&am…

Avoid overspending and gain flexibility with rebrand implementation scenario planning

Monday, June 22, 2020 | Kavya Paul

Rebrand Implementation Strategy Rebranding Rollout Plan

When organizations decide to rebrand, they usually start by focusing exclusively on brand strategy, logo designs, and color palettes. Often there is little consideration given to how the rebrand will be implemented until this work is complete. At this stage, launch can be just around the corner and …

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

Sunday, June 7, 2020 | Andy Pollock, Nicole Kemp

Brand and Marketing Operations M&A Brand Change 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. …

An agile approach to rebranding in times of uncertainty

Friday, April 24, 2020 | BrandActive

Rebrand Implementation Strategy

If you’ve been through brand change, you know all too well once the strategy and creative have been approved, the real ground war begins—applying the new brand identity to every branded asset throughout the organization. But in these disrupted times, with some work locations shuttered, supply ch…

Top rebranding FAQs from planning and budgeting to implementation

Monday, March 16, 2020 | Andy Pollock

Logistics of Rebranding Implementation Rebrand Implementation Strategy

If your firm is considering a rebrand (or recently signed off on one), then you likely have a plethora of questions about how to get started. That's bound to be true if, like many marketers, you are tasked with heading up a major rebrand for the first time. With a project of this scale and complexit…

The top 4 reasons rebrands fail — and how to avoid them

Sunday, March 1, 2020 | Vladimir Kacar

Minimize Rebrand Risk Rebrand Implementation Strategy

Rebranding entails a high level of investment. In fact, most companies find they must commit a year or more and a substantial budget to fully effect brand change. Because of that, no organization makes the decision to rebrand lightly. Whatever the underlying reason (M&A, repositioning, or other …

How your small-to-medium-sized company can invest in an effective rebrand

Monday, February 10, 2020 | Philip Guiliano

Rebrand Implementation Strategy

If your small-to-medium-sized company seeks aggressive growth, you already know that rapid growth involves its own set of unique problems to solve. And if we had to guess, we’d say that part of your firm’s recipe for growth includes acquisitions. This means your team is likely in the position of…

Using rebranding as an opportunity to enhance brand compliance across your organization

Sunday, January 5, 2020 | Philip Guiliano

Rebrand Implementation Strategy Rebranding Implementation

Some might think the term “brand compliance” is a bit last century, but it’s more relevant than ever. As more people are empowered to use the company’s brand in more places, the more your brand is prone to misuse. While brand compliance is understandably challenging in times of brand chan…

10 critical steps to implementing a rebrand in the financial services sector

Thursday, December 12, 2019 | BrandActive

Financial Sector Rebranding Rebrand Implementation Strategy

From global powerhouses to middle-market players, financial services companies are pushing the boundaries of their existing business models to achieve growth. According to McKinsey’s report “The last pit stop? Time for bold late-cycle moves” (October 2019) smart strategies include investments …

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We are constantly thinking about the world around us.

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