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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.

Rebrand implementation: what the details demand

BrandActive

In the news

Featured in ABA Bank Marketing According a recent study, organizations routinely spend 20 to 50 times the cost of brand development to fully implement and introduce their brand to the market. It’s no small task. Brand implementation firm BrandActive estimates that the scope of a typical financ…

Get your house in order: tuning in to the operational side of brand governance

Philip Guiliano

Brand inconsistency Converting a wide variety of assets Marketing and Brand Operations Standardizing marketing processes

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…

Inside out: how brand consistency begins inside your organization during a rebrand

Kavya Paul

Brand inconsistency Converting a wide variety of assets Rolling out your rebrand Standardizing marketing processes

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…

Top priorities for software companies navigating a rebrand

Eli Greenspan

Budgeting and financing Rationalizing branded assets

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 …

Addressing the unique demands of a manufacturing rebrand while building brand value

Patrick Heath

Impending rebrand Rationalizing branded assets Standardizing marketing processes

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…

4 healthcare marketing best practices from top CMOs

Philip Guiliano

Successful rebrand examples and trends

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. …

Building the right rebrand execution team: a holistic approach

Vladimir Kacar

C-suite support Impending rebrand Standardizing marketing processes

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…

7 things marketers forget when rebranding

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…

Why your technology rebrand due to M&A is larger than anticipated

BrandActive

M&A / divestiture brand changes

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…

Sustainable rebranding of products and packaging

BrandActive

Sustainable 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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We are constantly thinking about the world around us.

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