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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.

Brand and marketing outlook 2023: 5 ways to bolster your brand in an uncertain economy

Philip Guiliano, Vladimir Kacar, Paige Reilly

C-suite support Employee concerns about brand change Joining multiple brands under an M&A M&A / divestiture brand changes Marketing and Brand Operations Standardizing marketing processes

Organizations tend to respond to periods of economic uncertainty in one of three ways. On one end of the spectrum, they double down on their growth strategy to achieve market gains and outpace the competition. On the other end, they cut spending, reduce the size of their workforce, and put a morator…

How to select and equip top-notch workgroup leads to implement your rebrand

Vladimir Kacar

Employee concerns about brand change Marketing and Brand Operations Rebrand Implementation Strategy Standardizing marketing processes

Your brand is a key part of your corporate identity. It reaches far beyond the marketing department and permeates every facet of your organization. So, if you’re starting to implement a large-scale rebranding effort, remember: You can’t bring about this level of transformation on your own. You�…

Don’t let legal gotchas upend your rebrand — 3 key questions to explore with counsel

Vladimir Kacar

Importance of brand implementation Joining multiple brands under an M&A Rebrand Implementation Strategy Rolling out your rebrand

Making the decision to rebrand comes with a number of legal requirements and considerations. This is especially true if you’re changing your name, transferring ownership, or otherwise fundamentally altering your brand identity. No matter your organization’s size, it’s important to work clos…

Counting the cost of your rebrand? Expert advice to develop accurate financial projections

Vladimir Kacar

Budgeting and financing Rebrand Implementation Strategy Rebranding implementation budgets

Creating financial projections for your rebrand comes with immense pressure to get it right. Overestimating the project’s cost could lead your CFO to reject your proposal out of hand. Underestimating it might cause the entire rebrand to stall before you reach a successful conclusion. If you’v…

How to equip and train your partners to roll out your rebrand across third-party channels

Vladimir Kacar

Rebrand Implementation Strategy Successful rebrand examples and trends

Rebranding requires thorough planning and keen attention to detail. And even with ample resources and a thoughtfully developed implementation plan, it can be surprisingly challenging to achieve and maintain brand consistency across all touchpoints, locations, and work units. That’s especially…

The top 10 questions to ask (and answer) before implementing your rebrand

Philip Guiliano, Vladimir Kacar

Budgeting and financing Employee concerns about brand change Impending rebrand

Rebranding is a massive undertaking that has the potential to transform your organization for years to come. To pull it off without a hitch, you’ll need to invest significant amounts of time, energy, and money, likely over a period of years. That means it’s crucial to ask the right questions at…

5 questions your CFO will ask before approving your rebranding implementation budget

Vladimir Kacar, Eli Greenspan

Budgeting and financing C-suite support Rebrand Implementation Strategy Rebranding implementation budgets

Securing adequate funding for your rebrand can be one of the most intimidating parts of the planning process. After all, you’re competing for finite organizational resources and it’s your CFO’s job to look holistically at those resources to ensure dollars are spent in the best ways possible. T…

How to jumpstart your stalled rebrand and take it across the finish line

Vladimir Kacar, Eniana Vrenozaj

Rolling out your rebrand

Rebranding is not for the faint of heart. It requires copious amounts of time, significant financial investment, and careful planning to ensure a successful outcome. But if you’ve never gone through the process before, the biggest challenge is simply the fact that you don’t know what you don’t…

These 3 brands stuck the landing on their rebranding rollout. (Here’s how you can too)

Vladimir Kacar, Jo Clarke, Eli Greenspan

Rolling out your rebrand

If you’ve made the pivotal decision to rebrand, you’ve likely spent months — perhaps even years — developing the strategy, conducting market research, and gaining buy-in from your leadership team. And you’ve probably engaged a branding agency to help you design a compelling visual identity…

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…

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