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.

Bridging the gap between Procurement and Marketing

Tuesday, December 4, 2018 | Philip Guiliano

Advice to Marketing Executives Procurement

According to many attendees at the recent ProcureCon Marketing Conference, Procurement has a branding problem. It’s no doubt that as marketing procurement continues to evolve – the ultimate value, mission, and partnership with the marketers and company they intend to serve is still a daily st…

Cost-saving process improvements that extend beyond the rebrand

Monday, December 3, 2018 | Philip Guiliano

Corporate Rebranding Implementation Financial Management of Rebranding Rebranding Implementation Budgets

At first take, now seems like the time to celebrate. Or at the least, let out a long sigh of relief, sit back and relax a bit. Your executive team has signed off on the new brand. Your peers and employees seem excited about the new strategy and design. But if you really want to hit your rebrandin…

Providing accurate rebranding implementation estimates using benchmarks

Monday, November 26, 2018 | BrandActive

Rebrand Implementation Strategy Rebranding Tools and Technology

Ask anyone who has been through it: rebranding implementation is a stressful time for the people in marketing who are usually the ones responsible for making it happen. The scale of the project, which touches every branded asset, is daunting enough. Add to that the need to juggle executive demands, …

Creating an internal procurement brand to support marketing effectiveness

Saturday, November 17, 2018 | Ian Kaplan

Corporate Rebranding Implementation Procurement

This week, I had the pleasure of attending ProcureCon Marketing 2018. As I fly home, I now find myself thinking the most about two presentations. Both Dianne Amidon, Senior Sourcing Category Manager, Martech and One-Intuit Strategic Partnerships at Intuit and Liz Ziegler, Senior Sourcing and Catego…

5 quick take-aways from Day One of the ProcureCon Marketing Conference

Wednesday, November 14, 2018 | Philip Guiliano

Corporate Rebranding Implementation Rebranding Implementation

While attending the annual ProcureCon Marketing Conference in San Diego this week, I’ve thought about the friction that can arise between Procurement and Marketing. Some in Marketing see Procurement as a roadblock and use sidestep maneuvers to get around their process. Others in Procurement view M…

Three questions your leadership will ask about your M&A rebrand implementation plan (and how to answer them)

Monday, November 12, 2018 | Vladimir Kacar

Advice to Marketing Executives Corporate Rebranding Implementation Divestiture

One way to bring down the stress level of rebranding due to M&A activity is to prompt your leadership to ask you the hard questions about rebranding implementation as early in the process as possible—questions like these: How will you manage our rebranding implementation? How much …

Moving the conversation to rebranding implementation

Thursday, November 1, 2018 | Andy Pollock

Advice to Marketing Executives Rebranding Implementation Rebranding Rollout Plan

When given responsibility for large-scale rebranding, a challenge you may have not faced before, where do you begin? Perhaps you’ll schedule coffee or lunch with a few trusted members of your network—fellow CMOs and senior marketing executives. If you’re fortunate, an old college roommate w…

The state of healthcare marketing, from cupcakes to storytelling and digital engagement

Wednesday, October 31, 2018 | Andy Pollock

Advice to Marketing Executives Healthcare Rebrand Implementation Rebranding Implementation

When I arrived in Seattle for this year’s Society for Healthcare Strategy & Marketing Development conference (SHSMD), I wasn’t exactly sure what to expect. Of course, I had done my homework. I caught up on my trade press reading and highlighted key sessions to attend. I also researched new…

3 Questions CMOs ask when rebranding (and 3 questions they don’t ask, but should)

Monday, October 15, 2018 | Nicole Kemp

Advice to Marketing Executives Corporate Rebranding Implementation

Our most iconic companies all rebrand, often multiple times. Take Coca-Cola, which first advertised as “Pemberton’s, the world’s greatest nerve tonic” before relying on the creative instincts and good penmanship of its bookkeeper for the name and script rendition of the original Coca-Cola lo…

How strategic rebranding implementation improves the healthcare stakeholder experience

Friday, October 5, 2018 | Andy Pollock

Healthcare Rebrand Implementation Rebranding Stakeholders

Half of healthcare provider executives say revamping the patient experience is one of their organization’s top three priorities* The value of healthcare merger deals doubled in the first half of 2018 as compared to the previous year, to over 300 billion dollars. It’s staggering to think about…

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We are constantly thinking about the world around us.

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