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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.

How marketing leaders can engage during M&A integration

Wednesday, March 13, 2019 | Vladimir Kacar

Divestiture M&A Brand Change 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

Tuesday, March 5, 2019 | Andy Pollock

Healthcare Rebrand Implementation

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 b…

Ensure your rebranded products move smoothly around the globe

Monday, March 4, 2019 | Laura Malone

Advice to Marketing Executives Logistics of Rebranding Implementation

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

Tuesday, February 19, 2019 | Eniana Vrenozaj

Corporate Rebranding Implementation Minimize Rebrand Risk

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…

5 keys to streamlining vendor selection during a rebrand

Monday, February 11, 2019 | Poria Kanozi

Procurement Rebrand Implementation Strategy

You may have a spider’s web of vendors supplying your brand assets, everything from business cards to uniforms to outdoor signage. Regional offices may have their preferred local providers. Or perhaps you’ve inherited a group of suppliers as part of a merger. Because of its scope and scale, a…

10 rebranding tips marketing executives should know

Thursday, February 7, 2019 | Ian Kaplan

Advice to Marketing Executives Rebranding Implementation

Talk about a game-changer! Your company has decided to rebrand. The implications and logistics, both large and small, will excite, challenge, preoccupy and potentially overwhelm you and the whole marketing department for some time to come. Let’s face it, every branded asset needs to be changed and…

A roadmap for communication during brand change

Monday, February 4, 2019 | Patrick Heath

Rebrand Implementation Strategy Rebranding Rollout Plan

“The single biggest problem in communication is the illusion that it has taken place.” Depending on who you ask, either the playwright George Bernard Shaw or the sociologist and writer William H. Whyte first pinpointed this issue way back in the middle of the last century. The adage is spot-o…

Rebranding? Be prepared to pass the teamwork test

Tuesday, January 22, 2019 | Vladimir Kacar

Corporate Rebranding Implementation Rebranding Stakeholders

If you’ve ever lived through a major rebrand, you know it has the potential to be a wild ride. Really, it’s never as easy as updating logos. When the name of the company changes, the level of complexity ratchets up. And if the name change is due to merger and acquisition (M&A), and the combi…

Streamlining a complex energy rebranding

Friday, January 18, 2019 | Patrick Heath, Ian Kaplan

Energy Company Rebranding Rebranding Implementation Budgets

BrandActive has unique expertise in the financial analysis, strategy, cost optimization, and logistics of global rebrand implementation programs. That’s why preeminent businesses often come to BrandActive for help during times of brand change. A recent case in point is Enbridge Our team of r…

How companies build and conserve brand value during a rebrand

Monday, January 14, 2019 | Philip Guiliano

Branded Asset Change Minimize Rebrand Risk

Ok, so depending on who you talk to, brand value can have a slew of different meanings. A CMO or CFO might look at it as something to be measured and they calculate its contribution to the company’s balance sheet. Others believe brand value is measured using market share data. Or brand value ma…

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