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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.

Building a best-in-class brand management system

BrandActive

Brand implementation technology & tools

If your brand has been through a major transition, there are some common pitfalls that may be familiar: The one-off brochure that doesn’t use approved photos and copy. Product-specific websites that don’t align with the master brand. Embroidered polo shirts that don’t match the logo’s Panton…

Cost-effective strategies for high-impact branded environments

Robert Sokoloff

Blog

We live in a world where consumers have increasingly deep and complex relationships with the brands they favor. Marketers understand that branding is no longer confined to business cards, billboards and websites; it’s an all-encompassing experience that creates more profound connections between cu…

4 strategies for navigating a divestiture: a marketers rebrand implementation playbook

BrandActive

M&A / divestiture brand changes

From mega-companies to the middle market, businesses seem to be taking to heart what Bain & Company reported in 2017: Companies that engage in focused divestment outperform inactive companies by 15% in total shareholder return. In every industry, marketing executives are facing the need to re…

How to maximize ROI when rebranding due to business divestiture

James Burn

M&A / divestiture brand changes

If your company is planning a divestiture soon, you’re in good company. According to a 2018 Deloitte survey of 1,000 corporate executives, a notable 70% indicated an intent to carve off part of their business in response to market conditions or financial needs. When a divestiture happens ther…

4 ways to stay ahead of the rebrand curve in a merger or acquisition

BrandActive

M&A / divestiture brand changes Rebrand Implementation Strategy

If your organization is part of a merger or acquisition, business leaders around you are caught up in the resulting swirl of activity. As other business units and functions are starting to think about how to bring the two companies together, marketing executives should be, as well. Early on is the …

How prototyping saves time and expense in a rebranded signage program

BrandActive

Blog

Most of us have difficulty looking at a layout or technical drawing and imagining how it will translate to a 3D object. There’s an inherent disconnect among what we see, what we expect, and what we get as a finished product. And that has the potential to lead to disappointment and conflict among d…

How marketing leaders can engage during M&A integration

Vladimir Kacar

M&A / divestiture brand changes Rebrand Implementation Strategy

Whenever a corporate merger or acquisition unfolds, most organizations are focused on performing due diligence leading up to the deal, and then on integrating operational functions moving forward. In the push to unify human resources, integrate IT systems, and consolidate real estate, among other ke…

The importance of governance in healthcare marketing

BrandActive

Blog

I recently returned from the 2019 Joe Public Retreat, hosted by ReviveHealth in Charleston, South Carolina and WOW – what a great event it was! Having attended this event multiple times over the last few years, it is very clear to me that something special is developing here. This conference bring…

Ensure your rebranded products move smoothly around the globe

BrandActive

Blog

In the midst of a rebrand, you may be focused on the functional and aesthetic aspects of your product packaging and labeling. Here’s a detail you simply cannot overlook: Ensuring that your shipping boxes are properly marked according to customs regulations. Seemingly benign errors in labeling and …

Ensuring the long-term success of a rebrand

Eniana Vrenozaj

Blog

As your marketing team is shepherding the rollout of a rebrand, the process may feel like it will never end. It shouldn’t. Which is not to say that individual projects, like updating fleet vehicles with the new branding or printing updated business cards for everyone in the organization, don…

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We are constantly thinking about the world around us.

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