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.

5 tips to get the full ROI from your energy company’s rebrand

Philip Guiliano

Blog

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…

A roadmap for rebranding an energy company

BrandActive

Rolling out your rebrand

Energy companies today contend with a fast-changing business environment. As they seek scale, diversification, and closer connections with customers, rebranding is often a lynchpin of their strategy. That’s why energy executives, especially those in marketing and communication roles, need to be su…

The history of using sound to signal your brand

BrandActive

Marketing and Brand Operations

When Thomas Edison sat down in 1878 to invent the phonograph, it’s doubtful he recognized the importance his new device would have on the world 150 years later. Today, through multiple evolutions of the phonograph, sound has taken a new form that is all around us, including in the shape of sonic b…

Managing competing rebrand priorities in a financial sector merger

BrandActive

M&A / divestiture brand changes

Regulatory changes, increasing competition, changing customer dynamics, and advancing technology — it’s all combining to create a ripe environment for mergers and acquisitions in the financial services industry. Some of the country’s leading regional banks are merging, including TCF Financial …

How to bullet-proof your rebranding plan so nothing falls through the cracks

BrandActive

Rebrand Implementation Strategy

The decision to rebrand is a big one. It triggers a cascade of activities that must be managed carefully to fully transition your organization from one branded identity to another. Marketing tends to be in the spotlight, but implementing your rebranding plan is actually a team effort requiring coo…

Rebranding Budget: Keeping your rebranding budget on target — from planning to execution

BrandActive

Rebrand Implementation Strategy Rebranding implementation budgets

Even if you’ve been through it before, rebranding a large corporation or global entity is an enormous undertaking, one that involves orchestrating a multitude of moving parts. Initially budgeting for such a large project is challenging enough. But staying on budget over the course of a rebrand may…

6 tips to successfully rebrand your manufacturing company

Philip Guiliano

Rebrand Implementation Strategy Rolling out your rebrand

All rebrands are complicated. But let’s face it: When it comes to implementing rebranding at manufacturing companies, the level of complexity skyrockets. And while the usual rebranding tips apply, they aren't enough. Manufacturing itself is a complex, often decentralized business, including lon…

7 signage best practices to make a lasting brand impression

BrandActive

Blog

Signage has been around since the ancient Romans and Greeks, who used it mark their storefronts hoping to attract customers. And while your branded signage might differ from their modest stone signs with painted letters, its intent—and its importance—remains undeniable. But one thing is for sure…

Brand governance for M&A: protecting your rebrand investment

BrandActive

M&A / divestiture brand changes Marketing and Brand Operations

Brand governance is key to the successful implementation and maintenance of any brand over time. Without such an infrastructure, companies are at risk for brand fragmentation and resource and investment inefficiencies. Most important of all, they risk an inconsistent or confusing brand experience fo…

Uniting brands: how to promote cultural integration during M&A

Vladimir Kacar

Employee concerns about brand change Joining multiple brands under an M&A M&A / divestiture brand changes

Bringing two companies together in a merger and acquisition (M&A) is a daunting task, and that extends to rebranding. There are thousands of logistics to consider, from branded assets and legal requirements to the timing of your rebrand budget. But that’s not all. You also need to promote and …

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We are constantly thinking about the world around us.

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