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.

Bidding adieu to a beloved brand requires proactive, well-planned communication

Alexandra Ciesielka

Brand implementation technology & tools Marketing and Brand Operations

Communication is an essential component of any effective rebrand implementation plan. And marketing leaders on the cusp of a rebrand should always consider the best way to introduce their new brand to internal stakeholders and the public. But if you’re altering elements of a well-known legacy b…

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…

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

Patrick Heath

Brand implementation technology & tools Brand inconsistency Impending rebrand Standardizing marketing processes

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…

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

Eli Greenspan, Paige Reilly

Brand implementation technology & tools Brand inconsistency Rationalizing branded assets

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 …

Healthcare system marketers, beware and rejoice! Takeaways from SHSMD Connections 2022

Katie Gordon

Brand implementation technology & tools Successful rebrand examples and trends

Healthcare system marketers have a lot on their plates as they take the next step in strategic transformation: moving purposely from a patient-centric mindset to a customer-centric one. The challenges and benefits of making this change underpinned a few of our favorite sessions and keynotes at the S…

Ask The Experts: How to protect the integrity of your new brand, now and into the future

Philip Guiliano

Brand implementation technology & tools Brand inconsistency Budgeting and financing Rolling out your rebrand Standardizing marketing processes

Too frequently, rebrands are viewed as a one-and-done deal: the need for a new brand emerges, the new brand is developed and implemented, and everyone lives in branded bliss forever after. Nothing could be further from the truth. A brand is a living organism that grows from the minute it is broug…

Rebrand your branded assets like a pro: 5 expert insights to guide you

Vivien Lin

Brand implementation technology & tools Brand inconsistency Converting a wide variety of assets Rebrand Implementation Strategy Rolling out your rebrand

Creating a beautiful visual identity for your new brand is a critical part of your rebranding journey. And to ensure you achieve the impact you desire, you’ve likely engaged an agency to help you choose the colors, shapes, fonts, and other design elements that represent everything your new brand s…

Your rebrand is approved — now what? Moving beyond phase 1 of implementation

Eniana Vrenozaj

Brand implementation technology & tools Rebrand Implementation Strategy Rolling out your rebrand

Obtaining high-level approval for your rebrand is a significant hurdle to clear. And if you’ve recently received the green light to proceed, you’ve laid a lot of important groundwork to get here. The creative process for your new brand is well underway. You’ve evaluated the scope of the end…

You need more than a sign company to rebrand your organization’s signage. Here’s why

Robert Sokoloff

Brand implementation technology & tools

A rebrand is a major undertaking, one that involves a plethora of stakeholders, interdependencies, and logistics. And nowhere is all that complexity more apparent than when it comes to signage. Far from “just putting up new signs,” you must contend with a host of complexities in order to convert…

How to plan a digital rebrand without sacrificing hard-earned brand awareness

Leigh Furlong

Brand implementation technology & tools

Modern brands are increasingly digital, regardless of industry. It’s likely that website and digital marketing channels form the foundation of your marketing and business development efforts. So if you are considering a rebrand, you must pay special attention to the digital elements of your brand …

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