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.

Make wayfinding a priority when rebranding your healthcare organization

BrandActive

Brand inconsistency Converting a wide variety of assets

Imagine arriving at a hospital, anxious and disoriented, only to realize you have no idea where to go. For too many patients and visitors, that’s their first physical interaction with your brand. And it could be marked by confusion and frustration. In this blog, you’ll learn how healthcare ma…

Designing for Dignity

BrandActive

Importance of brand implementation Rationalizing branded assets

Designing for accessibility goes beyond meeting legal requirements. It’s about treating every patient and visitor with dignity. In this blog, we explore how wayfinding, when centered on inclusion, can create a healthcare experience that is intuitive, equitable, and deeply human. Dignity starts wi…

The Hidden Cost of Bad Wayfinding

BrandActive

Importance of brand implementation Rebranding implementation budgets

Confusing navigation isn't just an inconvenience. It erodes trust, creates safety risks, and strains resources, adding invisible costs across your organization. In this blog, we’ll explore how poor wayfinding silently affects hospitals' bottom line, reputation, and patient experience and how to re…

Wayfinding Starts Before They Arrive

BrandActive

Rebrand Implementation Strategy

Most wayfinding programs begin at the front door. But real navigation starts long before that - on your website, in a confirmation email, or even in a Google search. Whether you’re a hospital, university, or airport, that first interaction is where orientation truly begins. In this blog, we unc…

Navigating Multi-Site Brand Transformations: Inside BrandActive’s Work with Baker Hughes and Pfizer

BrandActive

Rebrand Implementation Strategy Rolling out your rebrand Successful rebrand examples and trends

In a world where companies evolve faster than ever, what does it really take to bring a new brand to life across hundreds, even thousands, of locations? For global giants like Baker Hughes and Pfizer, brand transformation isn’t just about changing a logo. It’s about rallying people, aligning …

Building a meaningful healthcare brand identity through mergers and acquisitions: Lessons from Virtua Health

BrandActive

Impending rebrand Joining multiple brands under an M&A Rebrand Implementation Strategy Successful rebrand examples and trends

When two healthcare systems join forces, the opportunity extends far beyond the boardroom. The true potential of a merger lies in its ability to transform patient care, creating a stronger, more unified healthcare experience for the communities these institutions serve A large part of that journe…

Signage solutions: The role of hospital wayfinding in enhancing visitor and patient experience

Vivien Lin, Jon Levy

Rebrand Implementation Strategy Rolling out your rebrand

While often overlooked, wayfinding can have a real and tangible impact on a hospital’s bottom line. For visitors of virtually every type, a hospital trip usually coincides with a period of stress. When patients arrive at a hospital and can’t easily find the clinic or office they’re looking …

How new CMOs can implement robust brand governance

Jo Clarke, Sarah Schmid

Brand implementation technology & tools Brand inconsistency Marketing and Brand Operations

The job of an incoming CMO is a big one. Beyond the basics—acclimating to a new office, meeting staff, and integrating into the culture—they need to make an impact fast. The first 90 days are make-or-break. With razor-sharp focus, new CMOs must uncover the underlying challenges and potential …

What’s in a name? Whatever you call it, you still need organizational change management for your rebrand

BrandActive

Brand inconsistency Change management

The business world is filled with buzzwords, catchphrases, and mantras. From “hybrid” to “customer journey” to “ecosystem,” each carries its own nuance and flavor that can shift from person to person. “Change management” is one such term. According to a report by Harvard Business …

Turning marketing budget constraints into growth opportunities in 2025

BrandActive

Budgeting and financing Marketing and Brand Operations Successful rebrand examples and trends

Across nearly every industry, the last half decade has seen marketing budgets swing wildly from one side of the pendulum to the next. Pre-pandemic budgets were rolling high. Mid-pandemic, marketing budgets started a downward trend. In fact, Gartner reports that marketing budgets have dropped from �…

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We are constantly thinking about the world around us.

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