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 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…

Dispelling the “profit vs. people” myth: How culture contributes to business success 

BrandActive

Company culture Employee concerns about brand change Successful rebrand examples and trends

Many business leaders assume that focusing on “soft issues” like workplace culture, DEI, women in leadership, and values-based decision-making comes at the expense of building a high-performing team and achieving profitability targets. But for 25 years and counting, BrandActive has proven that t…

DEI has always been part of BrandActive’s DNA — here’s how we keep growing

BrandActive

Employee concerns about brand change Marketing and Brand Operations Successful rebrand examples and trends

Since our founding 25 years ago, BrandActive’s partners have demonstrated an authentic and intentional commitment to creating a diverse, equitable, and inclusive culture — even before DEI was part of the collective lexicon. Over the years, we’ve affirmed that offering a safe and welcoming w…

Lessons from BrandActive’s 25 years of success: A conversation with our managing partners

BrandActive

Importance of brand implementation Successful rebrand examples and trends

In 1998, BrandActive’s founding partners saw an unmet need in the marketplace based on work being done in Europe by Nijkamp Nijboer. For years, they’d worked closely with marketing leaders on the creative aspects of brand change. What they noticed was that beyond strategy and creative, brands al…

How to wrangle a giant: 5 things to keep in mind when approaching a challenging rebrand

BrandActive

Importance of brand implementation Joining multiple brands under an M&A Managing a short timeframe Rebrand Implementation Strategy Rolling out your rebrand Successful rebrand examples and trends

Rebrands have never been uncommon, but the last few years have seen many major companies unveil new brands for several good reasons. The M&A market has seen unprecedented levels of activity, and every merger, acquisition and divestiture represents a need to redevelop—or create new—brand iden…

Firestone Building Products unveils new brand identity

BrandActive

In the news

Congratulations to Firestone Building Products on joining the Building Envelope division of Holcim and launching their new portfolio brand identity, Elevate! Joining Holcim will unite a powerful portfolio of respected brands that provide breakthrough solutions for commercial and residential custo…

Webinar | Brand change done right: Two companies share the secrets behind their successful rebranding

BrandActive

Rolling out your rebrand

North American companies are rebranding in stunning numbers and that number is predicted to rise for a variety of reasons. Whatever the reason, there’s no denying that each rebrand features its own unique considerations and challenges. In this webinar, senior marketing executives from the recen…

VNSNY rebrands as VNS Health

BrandActive

In the news

Congratulations to the Visiting Nurse Services of New York (VNSNY) on rebranding as VNS Health! As of May 18th, all parts of the organization, including VNSNY Home Care, Hospice and Palliative Care, Behavioral Health, and others, are now united under the name VNS Health, operating as one organiza…

Talk the walk: 5 assets to consider when crafting your sustainability messaging during a rebrand

BrandActive

Converting a wide variety of assets Sustainable rebranding

Every year, Earth Day serves as a reminder of our responsibility to our planet—and never have we needed the reminder more urgently than now. The last few years have accelerated the transformation of countless businesses across many industries. Companies have streamlined operations, rethought th…

Trinity Health Michigan unites under one brand

BrandActive

In the news

Congratulations to Trinity Health on unifying their Michigan hospitals and care sites under the shared identity of Trinity Health Michigan! Two hospitals have already adopted Trinity’s brand identity, and the rest will rebrand in phases over the next eight months and through 2023. The local car…

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We are constantly thinking about the world around us.

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