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.

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

BrandActive

Budgeting and financing Successful rebrand examples and trends

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

Budgeting and financing 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

Budgeting and financing Rationalizing branded assets Successful rebrand examples and trends

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 Standardizing marketing processes Successful rebrand examples and trends

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

Successful rebrand examples and trends

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…

An agile approach to rebranding in times of uncertainty

BrandActive

Rebrand Implementation Strategy Successful rebrand examples and trends

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 Importance of 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

Joining multiple brands under an M&A 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…

How organizational culture can provide comfort during the coronavirus pandemic

BrandActive

Employee concerns about brand change Successful rebrand examples and trends

With the recent onset of the coronavirus pandemic, companies around the world are making significant changes to the way they do business. In-office work, face-to-face meetings, lunches and happy hours with colleagues, and site visits are all on hold for the time being. During this time of immense…

Cytiva launches new brand

BrandActive

In the news

Congratulations on their new brand launch to Cytiva, formerly GE Healthcare, a global provider of technologies and services that helps advance and accelerate the development and manufacture of therapeutics. A new brand identity now supports their efforts to accelerate growth and innovation in biolog…

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We are constantly thinking about the world around us.

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