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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 access to marketing benchmarks improves healthcare marketing

Monday, October 1, 2018 | Andy Pollock

Healthcare Rebrand Implementation Logistics of Rebranding Implementation Rebranding Tools and Technology

It’s interesting how many major healthcare systems participate in the annual Healthcare Marketing Communications Benchmarking Study conducted by Gelb Consulting and Cleveland Clinic. Recently, I took a look at this trove of rich, industry-specific data on annual marketing budgets, spending, and st…

4 ways to reduce rebrand implementation costs due to a merger

Friday, August 24, 2018 | Marie Greatrix

Divestiture Financial Management of Rebranding M&A Brand Change Rebrand Implementation Strategy

Rebranding can help a business expand markets and profits. But without careful planning and stewardship, the rebrand implementation portion of the branding process could easily morph into one of those unfortunately notorious projects. You know, the kind that makes a marketer wince for years to come.…

Four ways tech firms leverage rebranding implementation to improve marketing effectiveness

Wednesday, June 20, 2018 | James Burn

Advice to Marketing Executives Rebranding Implementation Technology Rebranding

Following a large uptick in technology mergers, acquisitions, and rebrands over the past few years such as the split of HP, Dell/EMC, Western Digital/Hitachi and others, I found myself contemplating the complexities of these conversions. At first glance, rebranding implementation at tech companies m…

Seven tips to minimize the risks of rebranding at energy companies

Tuesday, March 27, 2018 | Andy Pollock

Energy Company Rebranding Minimize Rebrand Risk Rebranding Implementation

If your energy firm is like most, it’s structured as a B2B enterprise. Management emphasizes sales and building relationships with a core set of customers. Brand often takes a back seat. So, when the business needs to rebrand because of a transaction or new business strategy, brand marketers can f…

5 mistakes marketers can avoid when rebranding digital collateral during a merger

Wednesday, March 21, 2018 | Marie Greatrix

Advice to Marketing Executives Divestiture M&A Brand Change Rebranding Implementation

Your transition team may be breathing a collective sigh of relief: With the brand strategy and new design approved and in hand, you’ve turned your attention to rebranding high-profile items such as signage and the website. Not that the project is close to complete, of course. Marketing still needs…

Three risks of healthcare rebranding implementation and how to mitigate them

Wednesday, February 7, 2018 | Philip Guiliano

Healthcare Rebrand Implementation Minimize Rebrand Risk Rebrand Implementation Strategy

Seven years ago, a hospital system with dozens of hospitals and hundreds of facilities embarked on a rebranding. Leadership had approached the initiative after what they believed was careful planning through their agency partner. So, they felt confident their healthcare rebranding would unify their …

Rollout teams win through analytics

Tuesday, February 6, 2018 | James Burn

Rebranding Rollout Plan

Less art, more science. That’s the trend in most lines of professional work these days. Solutions depend less on gut feel and more on analytics. This is especially true in the profession of brand implementation. The adept analysis of data doesn’t just inform the big picture—it impacts decision…

The rollout: elements of a successful implementation strategy

Tuesday, June 6, 2017 | Andy Pollock

Branded Asset Change Rebrand Implementation Strategy Rebranding Rollout Plan

There’s nothing like a rebrand effort to make you appreciate the extent of your branded assets. Planning for the rollout of a new identity demands an accurate inventory and accounting of each and every instance of your company name, logo and colors across your portfolio. Your team must think be…

Rebranding budgets: a CMO’s blind spot

Monday, April 17, 2017 | Andy Pollock

Advice to Marketing Executives Financial Management of Rebranding Rebranding Implementation Rebranding Implementation Budgets

Our competitive global economy — ripe for major transactions including mergers, acquisitions, splits spin-offs and affiliations — means every chief marketer can expect to manage a complex, large-scale rebranding at some point in his or her career. However, it is common for executives charged wit…

To upgrade or not to upgrade

Wednesday, February 1, 2017 | Philip Guiliano

Minimize Rebrand Risk Rebranding Implementation

When we work with clients during a rebranding, we often evaluate three different approaches, each with increasing cost and impact: “bronze,” “silver,” and “gold.” But you probably wonder: How often does a client choose just one of these options for all branded assets? Almost never. An…

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