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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.

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

Friday, February 19, 2021 | Patrick Heath, Vladimir Kacar, Kavya Paul

Corporate Rebranding Implementation Rebranding Implementation

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…

Evolving your brand operations to support your brand architecture

Tuesday, September 1, 2020 | Vladimir Kacar, Nicole Kemp, laura-hughes: Laura Hughes

Brand and Marketing Operations Corporate Rebranding Implementation

When you rebrand, you may be making changes to your brand architecture as well. Whether you are rebranding because you are acquiring a new brand, consolidating many brands, or otherwise reworking your portfolio of brands, architecture considerations are an important part of the process. And while de…

The top 4 reasons rebrands fail — and how to avoid them

Sunday, March 1, 2020 | Vladimir Kacar

Minimize Rebrand Risk Rebrand Implementation Strategy

Rebranding entails a high level of investment. In fact, most companies find they must commit a year or more and a substantial budget to fully effect brand change. Because of that, no organization makes the decision to rebrand lightly. Whatever the underlying reason (M&A, repositioning, or other …

Building the right rebrand execution team: a holistic approach

Monday, October 7, 2019 | Vladimir Kacar

Advice to Marketing Executives Corporate Rebranding Implementation

Orchestrating a rebrand for a large corporation requires the involvement of a broad team of internal and external partners. That’s why creating the right team for a rebrand is so critical for its success. But most executive marketing leaders tasked with putting together a rebrand plan — and a te…

Uniting brands: how to promote cultural integration during M&A

Wednesday, June 19, 2019 | Vladimir Kacar

Advice to Marketing Executives Divestiture M&A Brand Change

Bringing two companies together in a merger and acquisition (M&A) is a daunting task, and that extends to rebranding. There are thousands of logistics to consider, from branded assets and legal requirements to the timing of your rebrand budget. But that’s not all. You also need to promote and …

How marketing leaders can engage during M&A integration

Wednesday, March 13, 2019 | Vladimir Kacar

Divestiture M&A Brand Change Rebrand Implementation Strategy

Whenever a corporate merger or acquisition unfolds, most organizations are focused on performing due diligence leading up to the deal, and then on integrating operational functions moving forward. In the push to unify human resources, integrate IT systems, and consolidate real estate, among other ke…

Rebranding? Be prepared to pass the teamwork test

Tuesday, January 22, 2019 | Vladimir Kacar

Corporate Rebranding Implementation Rebranding Stakeholders

If you’ve ever lived through a major rebrand, you know it has the potential to be a wild ride. Really, it’s never as easy as updating logos. When the name of the company changes, the level of complexity ratchets up. And if the name change is due to merger and acquisition (M&A), and the combi…

Three questions your leadership will ask about your M&A rebrand implementation plan (and how to answer them)

Monday, November 12, 2018 | Vladimir Kacar

Advice to Marketing Executives Corporate Rebranding Implementation Divestiture

One way to bring down the stress level of rebranding due to M&A activity is to prompt your leadership to ask you the hard questions about rebranding implementation as early in the process as possible—questions like these: How will you manage our rebranding implementation? How much …

How benchmarking leads to more effective decision making

Tuesday, March 15, 2016 | Vladimir Kacar

Financial Management of Rebranding Rebranding Implementation Rebranding Implementation Budgets Rebranding Tools and Technology

When Fortune 50 clients like Hewlett-Packard and Verizon consider engaging BrandActive, they often have one critical question on their mind - how much is their rebrand going to cost? It doesn’t matter if it’s a merger, acquisition, or rebranding of an existing enterprise, executives are eager to…

We are constantly thinking about the world around us.

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