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.

In 2021, the public is putting its faith in business. How will your brand respond?

Philip Guiliano, Ian Kaplan

Blog

Consumer trust is foundational part of any brand’s success. In fact, trust-building is at the heart of any brand-building effort. Of course, your organization’s actions play a major role in your perceived trustworthiness. But the market’s willingness to trust your brand likely begins at a d…

Make brand-building a team effort with a next-level brand training program

BrandActive

Marketing and Brand Operations

Brand training is a critical part of any brand’s long-term success. It’s how you connect your brand identity (from your values to your visuals) to the people who steward it on a day-to-day basis: your employees. So, it stands to reason that your brand should be the responsibility of everyone in …

Rising to the new challenges of M&A rebranding in 2021

BrandActive

M&A / divestiture brand changes

M&A activity is picking up. According to a Deloitte survey conducted in late 2020, 42% of executives expect M&A deals to reach pre-pandemic levels during 2021. In a more recent report, Morgan Stanley projects not just a rebound in M&A, but an acceleration spurred by strategic consoli…

How to overcome the 4 most common challenges of a B2B rebrand

Philip Guiliano

Blog

Look under the hood of any successful rebrand, and you’ll find that the engine is a well-oiled machine made up of detailed planning, strategic coordination, and carefully crafted communication. That engine doesn’t come standard with every rebrand. Rather, marketers and their teams work hard to b…

CHARGE meets Philip Guiliano, Partner at BrandActive

BrandActive

In the news

This article first appeared on the CHARGE website. As we approach CHARGE Energy Branding Week North America (March 22-26), we’ve been asking our top speakers and partners to reveal their approach to branding in energy. In this article, we speak to Philip Guiliano, Partner at BrandActive. Ph…

How to smoothly manage all the moving parts of a logistics company rebrand

Philip Guiliano

Blog

Logistics companies are in the business of managing an incredibly high volume of moving parts and complex details. It’s how they can reliably deliver products, services, and information on time. So, it stands to reason that a rebrand — which counts as a daunting logistical challenge in its own r…

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 …

6 tips to ensure brand consistency for maximum impact

BrandActive

Marketing and Brand Operations

When is the last time you took a holistic view of your brand to evaluate how impactful it is? Brand consistency is much more than simply presenting a united front in your brand identity, voice, messaging, and experiences. A consistent brand is crucial to gaining brand adoption, building brand trust,…

Pages: 123456789101112131415161718192021222324252627

We are constantly thinking about the world around us.

Filter By Type

Filter By Topic

Filter By Author