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.

Keeping your rebranding budget on target — from planning to execution

Friday, August 2, 2019 | Poria Kanozi

Financial Management of Rebranding Rebrand Implementation Strategy Rebranding Implementation Budgets

Even if you’ve been through it before, rebranding a large corporation or global entity is an enormous undertaking, one that involves orchestrating a multitude of moving parts. Initially budgeting for such a large project is challenging enough. But staying on budget over the course of a rebrand may…

6 tips to successfully rebrand your manufacturing company

Wednesday, July 17, 2019 | Philip Guiliano

Manufacturing Rebranding Rebrand Implementation Strategy Rebranding Rollout Plan

All rebrands are complicated. But let’s face it: When it comes to implementing rebranding at manufacturing companies, the level of complexity skyrockets. And while the usual rebranding tips apply, they aren't enough. Manufacturing itself is a complex, often decentralized business, including lon…

7 signage best practices to make a lasting brand impression

Wednesday, July 10, 2019 | BrandActive

Branded Asset Change Signage Rebranding

Signage has been around since the ancient Romans and Greeks, who used it mark their storefronts hoping to attract customers. And while your branded signage might differ from their modest stone signs with painted letters, its intent—and its importance—remains undeniable. But one thing is for sure…

Brand governance for M&A: protecting your rebrand investment

Tuesday, July 2, 2019 | Nicole Kemp

Brand and Marketing Operations Divestiture M&A Brand Change

Brand governance is key to the successful implementation and maintenance of any brand over time. Without such an infrastructure, companies are at risk for brand fragmentation and resource and investment inefficiencies. Most important of all, they risk an inconsistent or confusing brand experience fo…

Uniting brands: how to promote cultural integration during M&A

Wednesday, June 19, 2019 | Vladimir Kacar

Advice to Marketing Executives Divestiture M&A Brand Change

Bringing two companies together in a merger and acquisition (M&A) is a daunting task, and that extends to rebranding. There are thousands of logistics to consider, from branded assets and legal requirements to the timing of your rebrand budget. But that’s not all. You also need to promote and …

Timing matters: how to build a rebrand budget that meets your organization’s financial needs

Monday, June 10, 2019 | Patrick Heath

Financial Management of Rebranding Logistics of Rebranding Implementation Rebranding Implementation Budgets

When it comes to preparing a realistic budget for a rebrand, identifying the full list of planned expenses is a top priority. But that’s just the jumping off point. You need to understand where in your organization to look for funding—meaning where will you turn to find the money to pay for conv…

Key considerations when rebranding a technology company

Monday, June 3, 2019 | Patrick Heath

Technology Rebranding

Perhaps it’s playing to the cliché to suggest that technology companies focus more on developing products than developing their own brands. It isn’t surprising, though: Most of them — large or small, established or startup — were founded by coders or engineers or developers — not marketer…

Top three takeaways from the ANA Financial Management conference

Wednesday, May 22, 2019 | Ian Kaplan

Advice to Marketing Executives Rebranding Implementation

There’s only one thing that can match the span and range of topics discussed at the recent ANA Advertising Financial Management Conference. And that’s the passion of the brand and agency leaders having the discussion. Among my big takeaways were valuable insights into current thinking on agen…

The client asks: How much will the rebrand cost? Do you know the answer?

Monday, May 13, 2019 | Andy Pollock

Corporate Rebranding Implementation Financial Management of Rebranding Rebranding Implementation Budgets

Let's compare planning a rebrand implementation to the process of building the new beach house of your dreams. You find the perfect island location, design the ideal layout, choose the right flooring and fixtures and paint colors. It’s just right. But you have no idea what it will cost or how l…

Bridging the gap between in-house and external agencies

Tuesday, May 7, 2019 | Ian Kaplan

Advice to Marketing Executives

While at the Texas Marketing Summit last month in Dallas, I couldn’t help but notice a common line of thinking among some of the attendees. You’ve probably heard it once and you will hear it again: “Why do we need an agency for this? Shouldn’t we be doing this in-house?” These may be…

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We are constantly thinking about the world around us.

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