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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.

New name, new challenges: how to successfully pull off a rebrand with a name change

Kavya Paul

Brand inconsistency Budgeting and financing Employee concerns about brand change

If your firm is rebranding, chances are good that you may also be planning a name change. Maybe your firm is involved in a merger or a spinoff. Perhaps you’re contending with legal issues that necessitate a new name. Or it could simply be that your firm needs to reposition itself in the market. Wh…

How to implement pharmaceutical/biotech brand integration as M&A deals proliferate

Kavya Paul, Ian Doubleday

C-suite support Joining multiple brands under an M&A M&A / divestiture brand changes

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…

Closing the book on your rebrand? 3 steps to ensure a happy ending to your story

Kavya Paul

Converting a wide variety of assets Employee concerns about brand change Rebrand Implementation Strategy Rolling out your rebrand Utilize data

Rolling out a rebrand can take years. And after investing so much time and energy into the implementation process, it’s natural to wonder, “Are we done yet?” You and your implementation team are understandably eager to turn the page on your rebrand and move on to your next endeavor. But don…

How to achieve a pitch-perfect rebrand in the digital media sector

Kavya Paul, Ade Ajibola

Rebrand Implementation Strategy Rolling out your rebrand Successful rebrand examples and trends

Rebranding a digital media company is like running a relay race; it’s all about speed to market. In this fast-paced industry, decisions are made in rapid-fire succession. Executives meet frequently to stay on top of every detail. And they provide their teams with specific guidance so everyone unde…

How to navigate the top three challenges of rebranding a pharmaceutical company

Patrick Heath, Vladimir Kacar, Kavya Paul

Blog

Planning for and rolling out a rebrand is always complicated – but when it comes to life science, biotech, and pharmaceutical companies, it is especially complex, and for good reasons. To start, many of these companies are global and have evolved through a series of acquisitions, mergers, and d…

Rebranding in turbulent times: Stories from frontline marketers across key industries

Eniana Vrenozaj, Robert Sokoloff, Kavya Paul, Ade Ajibola

Rebrand Implementation Strategy

Like just about everything in 2020, the world of rebranding underwent major changes over the past year. And as the new year dawns, many pandemic-driven challenges remain. In fact, it’s fair to say that marketers planning a rebrand now find themselves operating in a difficult reality — one marked…

The new reality of rebrand implementation — and how to navigate it successfully

Eniana Vrenozaj, Robert Sokoloff, Kavya Paul, Ade Ajibola

Rebrand Implementation Strategy

Marketers have always had to be agile. But over the past year, their ability to think fast on their feet was put to the ultimate test. New business restrictions meant a sudden and unprecedented increase in importance of digital channels. Economic uncertainty led to pressure on marketing budgets and …

Avoid overspending and gain flexibility with rebrand implementation scenario planning

Kavya Paul

Budgeting and financing Converting a wide variety of assets Rebrand Implementation Strategy Rolling out your rebrand

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 …

Inside out: how brand consistency begins inside your organization during a rebrand

Kavya Paul

Brand inconsistency Converting a wide variety of assets Rolling out your rebrand Standardizing marketing processes

For many organizations, maintaining brand consistency is a struggle under normal conditions. It’s never an easy task, but it inevitably grows much more challenging during a rebrand. Rebrands aren’t business as usual. Companies in the thick of a rebrand must adopt new brand guidelines as seamless…

We are constantly thinking about the world around us.

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