
Get your house in order: tuning in to the operational side of brand governance
Wednesday, November 13, 2019 | Philip Guiliano
Brand and Marketing OperationsMarketer's Brand Implementation FAQs
Today, every marketing executive is being asked to do more with the money they are allocated – if not more for less. And, on top of this, it’s your responsibility to build your organization’s brand value by ensuring it is used consistently, effectively, and efficiently. As you know, that can b…
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Inside out: how brand consistency begins inside your organization during a rebrand
Monday, November 4, 2019 | Kavya Paul
Rolling Out Your Rebrand
For many organizations, maintaining brand consistency is a struggle under normal conditions. It’s never an easy task, but it inevitably grows much more challenging during a rebrand. Rebrands aren’t business as usual. Companies in the thick of a rebrand must adopt new brand guidelines as seamless…
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Top priorities for software companies navigating a rebrand
Friday, November 1, 2019 | Eli Greenspan
Rebranding ImplementationTechnology Industry Brand Implementation
Software companies that opt to pursue a rebrand have a unique set of logistics to consider when crafting their rebranding strategies. In some ways, their rebranding process is streamlined compared with organizations in other industries, such as consumer goods brands, manufacturing companies – and …
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Addressing the unique demands of a manufacturing rebrand while building brand value
Wednesday, October 16, 2019 | Patrick Heath
Manufacturing Industry Brand Implementation
People often say that timing is everything. That’s certainly true when you are rebranding a manufacturing company. To start, a manufacturing rebranding tends to be a longer-than-average process, one that reflects greater-than-average complexity. This is because manufacturing companies have so m…
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4 healthcare marketing best practices from top CMOs
Thursday, October 10, 2019 | Philip Guiliano
Healthcare Providers and Insurance Brand ImplementationMarketer's Brand Implementation FAQs
Sometimes, work really is its own reward. I had the privilege of organizing and moderating a panel of healthcare CMOs at the recent Society for Health Care Strategy & Market Development (SHSMD) conference, and the entire experience—from panel preparation to on-stage delivery—was a joy. …
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Building the right rebrand execution team: a holistic approach
Monday, October 7, 2019 | Vladimir Kacar
Corporate Rebrand ImplementationMarketer's Brand Implementation FAQs
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…
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7 things marketers forget when rebranding
Wednesday, September 25, 2019 | BrandActive
In The News
This article first appeared on the HITMC website. If you been through rebranding at a healthcare organization, you know that it often starts as a high-adrenaline sprint, especially during the initial stages when the focus is on developing a new brand strategy, identity, and messaging. But once th…
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Why your technology rebrand due to M&A is larger than anticipated
Wednesday, September 25, 2019 | BrandActive
M&A / Divestiture Brand ChangesTechnology Industry Brand Implementation
You get a call from the CEO: “Hey, we just acquired Company XYZ for $2.1 billion. What is Marketing’s plan?” At technology companies, this scenario has become increasingly common. And if you have been keeping up with the state of the technology landscape, you are well aware that M&A activi…
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Sustainable rebranding of products and packaging
Monday, September 16, 2019 | BrandActive
Rebranding ImplementationSustainable Rebranding
Products and packaging are one of the most visible branded components. Fortunately, this area also represents one of the biggest opportunities to incorporate sustainable measures. If you are undergoing a merger as part of your company’s rebrand, you’re almost certainly considering your packaging…
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5 tips to get the full ROI from your energy company’s rebrand
Monday, September 9, 2019 | Philip Guiliano
Corporate Rebrand ImplementationEnergy Industry Brand ImplementationRebranding Implementation
Regardless of what prompts your energy company to rebrand, one thing is certain: doing so will be both complicated and costly. Key stakeholders at your company (and the market) will watch closely to see if the rebrand is carried out on budget and on time. Chances are, they will also be looking for e…
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