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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.

Want your rebrand to live happily ever after? Marry design to implementation from day one

Ian Kaplan, Vivien Lin

Brand inconsistency Converting a wide variety of assets Importance of brand implementation Rebrand Implementation Strategy

Rebranding isn’t something for your Marketing team to do over a few weeks before the end of the year. It requires both high-level planning and tactical attention to detail. However, introducing a new brand to the world can be a lot of fun. After all, rebranding provides a rare opportunity to creat…

BrandActive’s holiday break reading list for Marketers

Tatum Shiff

Successful rebrand examples and trends

There are many reasons to be excited about the upcoming winter holiday break. And if you’re like us, then one of those reasons is the idea of cozying up by a roaring fire with a steaming hot beverage and a good book. If you’re like us, you might also be multitaskers who want to channel your love…

The top 10 questions to ask (and answer) before implementing your rebrand

Philip Guiliano, Vladimir Kacar

Budgeting and financing Employee concerns about brand change Impending rebrand

Rebranding is a massive undertaking that has the potential to transform your organization for years to come. To pull it off without a hitch, you’ll need to invest significant amounts of time, energy, and money, likely over a period of years. That means it’s crucial to ask the right questions at…

4 emerging trends that will impact your marketing and brand operations in 2022

BrandActive

Marketing and Brand Operations Standardizing marketing processes Utilize data

If you’re like most organizations, the past 18 months were likely a catalyst for you to embrace new ways of reaching your audience. And you had to do it fast. Since the traditional methods of connecting with your prospects and consumers have changed, you may have adopted a host of new digital solu…

Eliminate the guesswork: how to roll out a data-driven rebrand

Eli Greenspan

Rationalizing branded assets Rebrand Implementation Strategy Utilize data

If you’ve recently made the pivotal decision to rebrand, you’ve probably amassed ample data to inform your strategy. You’ve conducted extensive market research and taken a discerning look at emerging consumer norms and expectations. And you’ve used what you’ve learned to create the visual …

5 questions your CFO will ask before approving your rebranding implementation budget

Vladimir Kacar, Eli Greenspan

Budgeting and financing C-suite support Rebrand Implementation Strategy Rebranding implementation budgets

Securing adequate funding for your rebrand can be one of the most intimidating parts of the planning process. After all, you’re competing for finite organizational resources and it’s your CFO’s job to look holistically at those resources to ensure dollars are spent in the best ways possible. T…

Allspring Global Investments launches new brand

BrandActive

In the news

Congratulations to Allspring Global Investments on the launch of their new brand! Allspring’s new identity reflects their goal of empowering thoughtful investing by creating returns that expand above and beyond financial gains. This will help to support the beliefs that guide Allspring, including …

How healthcare marketers are leveraging data into better patient experiences

BrandActive

Successful rebrand examples and trends Utilize data

"Historically, we thought about [these new technologies] as a way to get support, but they're not just support, they're marketing. They're tools to get new patients on board… So, getting your marketing team working with your operations team, working with your technology team. To ensure that ques…

The digital-first revolution is accelerating. Shore up 3 key areas to help your brand thrive

Philip Guiliano

Brand inconsistency Employee concerns about brand change Marketing and Brand Operations Standardizing marketing processes

It’s time to reckon with an exciting — yet daunting — reality. The digital revolution is accelerating, and the changes it’s brought to the marketing landscape may be permanent. Over the course of the pandemic, more and more consumers adopted a digital-first lifestyle, and the pace of innovat…

How marketing executives are dealing with shifting budgets: realities and advice

BrandActive

Budgeting and financing Marketing and Brand Operations Standardizing marketing processes Utilize data

GDP growth has skyrocketed in 2021, notching 6% increases in both Q1 and Q2. Yet, a recent Gartner survey shows that despite the economic rebound of 2021, CFOs are putting increased pressure on marketing spend. As a result, marketing budgets have shrunk to 6.4% of company revenue, down from 11% in 2…

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We are constantly thinking about the world around us.

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