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.

New expectations: brand and marketing operations in 2021

Wednesday, December 9, 2020 | Philip Guiliano, Ian Kaplan

Advice to Marketing Executives Brand and Marketing Operations

As a culture we have decided on a thing called time, and we’ve agreed upon an annual calendar that has an end – and in turn – a new beginning. It isn’t as if the calendar hits January 1 and all of the challenges of 2020 miraculously go away. And yet – many of us find comfort, optimism, and…

Do more for less by bridging the gap between Procurement and Marketing

Thursday, October 1, 2020 | Philip Guiliano, Ian Kaplan

Advice to Marketing Executives Procurement

The partnership between Marketing and Strategic Sourcing is fundamentally based on the principle of doing more for less. Not only are most marketers not wired this way operationally—most aren’t armed with all of the ways this can be achieved without sacrificing creativity and market outcomes. Al…

Top three takeaways from the ANA Financial Management conference

Wednesday, May 22, 2019 | Ian Kaplan

Advice to Marketing Executives Rebranding Implementation

There’s only one thing that can match the span and range of topics discussed at the recent ANA Advertising Financial Management Conference. And that’s the passion of the brand and agency leaders having the discussion. Among my big takeaways were valuable insights into current thinking on agen…

Bridging the gap between in-house and external agencies

Tuesday, May 7, 2019 | Ian Kaplan

Advice to Marketing Executives

While at the Texas Marketing Summit last month in Dallas, I couldn’t help but notice a common line of thinking among some of the attendees. You’ve probably heard it once and you will hear it again: “Why do we need an agency for this? Shouldn’t we be doing this in-house?” These may be…

10 rebranding tips marketing executives should know

Thursday, February 7, 2019 | Ian Kaplan

Advice to Marketing Executives Rebranding Implementation

Talk about a game-changer! Your company has decided to rebrand. The implications and logistics, both large and small, will excite, challenge, preoccupy and potentially overwhelm you and the whole marketing department for some time to come. Let’s face it, every branded asset needs to be changed and…

Streamlining a complex energy rebranding

Friday, January 18, 2019 | Patrick Heath, Ian Kaplan

Energy Company Rebranding Rebranding Implementation Budgets

BrandActive has unique expertise in the financial analysis, strategy, cost optimization, and logistics of global rebrand implementation programs. That’s why preeminent businesses often come to BrandActive for help during times of brand change. A recent case in point is Enbridge Our team of r…

Creating an internal procurement brand to support marketing effectiveness

Saturday, November 17, 2018 | Ian Kaplan

Corporate Rebranding Implementation Procurement

This week, I had the pleasure of attending ProcureCon Marketing 2018. As I fly home, I now find myself thinking the most about two presentations. Both Dianne Amidon, Senior Sourcing Category Manager, Martech and One-Intuit Strategic Partnerships at Intuit and Liz Ziegler, Senior Sourcing and Catego…

We are constantly thinking about the world around us.

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