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.

The four types of tools behind every rebrand

BrandActive

Brand Implementation Technology & Tools Corporate Rebrand Implementation

Successfully implementing a major rebrand is no small feat. To do it well, you will need to have the right team in place. But that’s not all: You will also need to assemble the right set of tools to help you analyze, plan, track, and manage your rebrand implementation process. Here, we take a l…

Rebranding? Here are the top five ways to gain efficiency and save money

Eniana Vrenozaj

Rebranding Implementation Budgets

Rebranding represents an enormous commitment of time, energy, and resources. As a result, marketers must find ways to maximize their budgets and do more with less — even when the benefits of brand change are clear. That’s true whether the economy is soaring or budgets are being slashed. But in d…

A marketer’s guide to adapting in a downturn: key lessons from the 2008 Recession

BrandActive

Marketer's Brand Implementation FAQs

Everywhere you look you see companies whose fortunes were changed by the financial crisis of 2007 and the Great Recession that followed. What lessons do their experiences hold for marketers today? Back then, banks became smaller and more focused on the communities they serve. Both Airbnb and Uber…

How to develop an accurate rebranding budget in two key phases

BrandActive

Marketer's Brand Implementation FAQs Rebranding Implementation Budgets Rolling Out Your Rebrand

If your company is considering a rebrand, you probably already have a strong idea of what you hope to achieve from the transition. Whether you’re headed toward a merger or simply ready to update your organization’s brand to reflect your current positioning, you already have a firm handle on your…

3 key tactics for adapting your business due to changing consumer attitudes

BrandActive

Marketer's Brand Implementation FAQs

Right now, consumers are facing a world no one has ever seen before. As a result, what they value most is changing before our eyes. And businesses are under great economic strain. How can your marketing efforts boost your relevance to consumers post-crisis? And how can you prepare to do more with …

Untapped potential: Study reveals how financial service firms need to evolve brand governance

BrandActive

Brand and Marketing Operations Financial Services Brand Implementation

Increasingly, executive leaders are talking up the need for operational brand governance to drive growth, efficiency, and improved financial results. Yet many organizations, especially more traditional financial services institutions with a B2B focus, don’t have a clear understanding …

Recalibrating your rebrand initiative in a time of disruption

James Burn

In The News Marketer's Brand Implementation FAQs

This article first appeared on Forbes. Despite the challenges of operating during a global pandemic, there will always be initiatives that organizations must advance — a planned rebrand, an acquisition, a split, an operation to strengthen market positioning, etc. The strategic intent of the ini…

Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now

BrandActive

Marketer's Brand Implementation FAQs

Perspectives from economist and mutual fund titan Mark Bonham and WPP’s former EVP and M&A guru, Andrew Hall, moderated by Philip Guiliano, Partner, BrandActive As we begin to see a path out of lockdown, how will this experience have changed what consumers value? W…

Podcast Excerpt: How consumer values will change in 2020

BrandActive

From the podcast, Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now Andrew Hall, former EVP at WPP Thinking about my personal situation in terms of things I value…First, I would say human interaction with friends and family. …

Podcast Excerpt: Repositioning to align with changing consumer values

BrandActive

From the podcast, Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now Mark Bonham, London School of Economics trained economist, mutual fund pioneer, and philanthropist So, companies that do well in this type of crisis will be heal…

Pages: 123456789101112131415161718192021222324252627

We are constantly thinking about the world around us.

Filter By Type

Filter By Topic

Filter By Author