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.

How to wrangle a giant: 5 things to keep in mind when approaching a challenging rebrand

BrandActive

Importance of brand implementation Joining multiple brands under an M&A Managing a short timeframe Rebrand Implementation Strategy Rolling out your rebrand Successful rebrand examples and trends

Rebrands have never been uncommon, but the last few years have seen many major companies unveil new brands for several good reasons. The M&A market has seen unprecedented levels of activity, and every merger, acquisition and divestiture represents a need to redevelop—or create new—brand iden…

Firestone Building Products unveils new brand identity

BrandActive

In the news

Congratulations to Firestone Building Products on joining the Building Envelope division of Holcim and launching their new portfolio brand identity, Elevate! Joining Holcim will unite a powerful portfolio of respected brands that provide breakthrough solutions for commercial and residential custo…

Webinar | Brand change done right: Two companies share the secrets behind their successful rebranding

BrandActive

Rolling out your rebrand

North American companies are rebranding in stunning numbers and that number is predicted to rise for a variety of reasons. Whatever the reason, there’s no denying that each rebrand features its own unique considerations and challenges. In this webinar, senior marketing executives from the recen…

How to select and equip top-notch workgroup leads to implement your rebrand

Vladimir Kacar

Employee concerns about brand change Marketing and Brand Operations Rebrand Implementation Strategy Standardizing marketing processes

Your brand is a key part of your corporate identity. It reaches far beyond the marketing department and permeates every facet of your organization. So, if you’re starting to implement a large-scale rebranding effort, remember: You can’t bring about this level of transformation on your own. You�…

Evaluating your brand architecture as part of your rebrand? Here’s what to consider

Philip Guiliano

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

If you’re in the early stages of planning a rebrand that will affect multiple sub-brands, you have important strategic decisions to make. Will you rebrand each sub-brand independently? Reorganize them into a smaller number of brand families? Or consolidate everything into one master brand? The …

Rebranding Timeline: How long does it take to rebrand? Planning beyond the design phase

Eniana Vrenozaj

Converting a wide variety of assets Impending rebrand Rolling out your rebrand

In many ways, a rebrand’s success rests on a company’s ability to plan and execute a realistic rebranding timeline. Rebranding is a large and complex project with many internal and external players. If a company doesn’t get the schedule right, the project could spin out of control. From blown …

As hybrid work becomes the norm, it’s time to strengthen your brand and marketing operations

BrandActive

Marketing and Brand Operations Standardizing marketing processes

After two years of working remotely, you might be noticing that something is amiss in your marketing and brand operations. Perhaps your most talented employees are starting to consistently make mistakes. Maybe your time to market is getting longer and you’re not sure why. Or it could be that team …

VNSNY rebrands as VNS Health

BrandActive

In the news

Congratulations to the Visiting Nurse Services of New York (VNSNY) on rebranding as VNS Health! As of May 18th, all parts of the organization, including VNSNY Home Care, Hospice and Palliative Care, Behavioral Health, and others, are now united under the name VNS Health, operating as one organiza…

How to rebrand an energy company: 2 case studies to guide you

Patrick Heath

Rebrand Implementation Strategy Successful rebrand examples and trends

Rebranding energy companies, whether they are oil and gas (e.g. upstream/midstream/downstream) or utilities, presents a host of legal, regulatory, and logistical challenges to overcome. But in these highly decentralized organizations — where concepts like brand identity are not part of the daily l…

Budgeting for a rebrand? Explore your organization’s OpEx/CapEx policies

Eniana Vrenozaj, Eli Greenspan

Budgeting and financing Impending rebrand Rebrand Implementation Strategy Rebranding implementation budgets

If you’ve recently made the decision to rebrand, you know you’ll need to answer two fundamental questions: How much will this project cost? And how long will it take to roll out? But there’s a third question you’ll need to consider in order to build a realistic implementation plan: How wi…

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We are constantly thinking about the world around us.

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