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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 develop an accurate rebranding budget in two key phases

BrandActive

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

Blog

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

Marketing and Brand Operations

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

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

Blog

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…

An agile approach to rebranding in times of uncertainty

BrandActive

Rebrand Implementation Strategy

If you’ve been through brand change, you know all too well once the strategy and creative have been approved, the real ground war begins—applying the new brand identity to every branded asset throughout the organization. But in these disrupted times, with some work locations shuttered, supply ch…

Why an implementation partner is critical to your agency’s rebrand engagements

Patrick Heath

Agencies and brand implementation

Your branding agency is no stranger to rebrands. You regularly work with organizations that are seeking to refresh or completely change their brands. Chances are, you pride yourself not only on the quality of your creative work, but on the thoroughness of the brand identities you create. From a stra…

How to navigate a rebrand for a merger of equals

BrandActive

M&A / divestiture brand changes

When two similarly sized companies come together in a “merger of equals,” the process of rebranding may take on an interesting — and challenging — twist. Unlike an M&A in which an obvious “parent” company calls the shots, the two entities in a merger of equals must find a way to knit…

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We are constantly thinking about the world around us.

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