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.

4 ways to find money to fund Marketing during the downturn

BrandActive

Budgeting and financing In the news

This article first appeared on the HITMC website. It’s said every cloud has a silver lining, and that adage applies to our current difficult circumstances. The persistence of COVID-19 has an upside for healthcare systems: rising reputation scores. Edelman’s Trust Barometer reports that t…

Protect your brand investment with operational brand governance

BrandActive

Brand inconsistency Marketing and Brand Operations Rationalizing branded assets Standardizing marketing processes

Your business isn’t just built on the quality of your offerings. It’s also built, in large part, on the strength of your brand. And like any seasoned marketing executive, you know that brand-building isn’t a one-time activity. Your brand is a living, breathing entity — one that you must nurt…

How to ensure your tech M&A rebrand is smooth even at Silicon Valley speed

Philip Guiliano

Joining multiple brands under an M&A

All rebrands are, by nature, complicated. But tech companies like yours must contend with more than a few unique considerations. That's especially true if your rebrand is the result of an M&A transaction. To achieve the goals of your tech rebrand – increased market position, revenue, and pr…

Why optimized marketing and brand operations are more vital than ever for healthcare systems

BrandActive

Budgeting and financing Marketing and Brand Operations Standardizing marketing processes Successful rebrand examples and trends

“The team has produced so much work in the last four months—that’s a couple of years’ worth of campaigns and efforts that got processed in four months.” This perspective was provided by Providence’s SVP and CMO Jigar Shah during a recent Modern Healthcare webinar and it really tells t…

Webinar: How marketing and brand can drive the trajectory of health systems post-COVID

BrandActive

Marketing and Brand Operations Standardizing marketing processes Successful rebrand examples and trends

During the peak of the fast-rising pandemic, healthcare marketing departments shifted priorities to respond to practical concerns and changes in consumer behavior and sentiment. In doing so, they found that agility was the name of the game. With the realities of COVID-19 settling in, how can healthc…

How to build brand consistency in turbulent times — and earn your customers’ trust in the process

Philip Guiliano

Brand inconsistency Rationalizing branded assets

Brands are built on trust. They build that trust by making brand promises and delivering on them, time and again. And the consistency and quality with which a brand presents itself to the world — or the degree to which all touchpoints are reliably on-brand — is the first touchpoint for setting c…

How to plan a digital rebrand without sacrificing hard-earned brand awareness

BrandActive

Brand implementation technology & tools Brand inconsistency Rationalizing branded assets Standardizing marketing processes

Modern brands are increasingly digital, regardless of industry. It’s likely that website and digital marketing channels form the foundation of your marketing and business development efforts. So if you are considering a rebrand, you must pay special attention to the digital elements of your brand …

Refreshing or repositioning your brand? Here’s what you need to consider

Patrick Heath

Impending rebrand Importance of brand implementation Rebrand Implementation Strategy

When you’re entering a new market, or simply refreshing some of your visual or verbal identities, brand change doesn’t necessarily mean a full-on rebrand. However, when it comes to the effort required, the two likely aren’t as different as you might think. You see, many marketing leaders ma…

Why your healthcare company must embrace marketing operations

Philip Guiliano

Marketing and Brand Operations Rationalizing branded assets Standardizing marketing processes

Today’s healthcare marketers are under increasing pressure to squeeze more and more value from their existing activities. With lean budgets and a laundry list of competing objectives, your team may struggle to keep its head above tactical waters, let alone increase your ROI. But there is somethin…

Avoid overspending and gain flexibility with rebrand implementation scenario planning

Kavya Paul

Budgeting and financing Converting a wide variety of assets Rebrand Implementation Strategy Rolling out your rebrand

When organizations decide to rebrand, they usually start by focusing exclusively on brand strategy, logo designs, and color palettes. Often there is little consideration given to how the rebrand will be implemented until this work is complete. At this stage, launch can be just around the corner and …

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We are constantly thinking about the world around us.

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