The history of using sound to signal your brand
Monday, August 12, 2019 | John Gasior
Brand and Marketing Operations
When Thomas Edison sat down in 1878 to invent the phonograph, it’s doubtful he recognized the importance his new device would have on the world 150 years later. Today, through multiple evolutions of the phonograph, sound has taken a new form that is all around us, including in the shape of sonic b…
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Managing competing rebrand priorities in a financial sector merger
Wednesday, August 7, 2019 | Nicole Kemp
Financial Services Brand ImplementationM&A / Divestiture Brand Changes
Regulatory changes, increasing competition, changing customer dynamics, and advancing technology — it’s all combining to create a ripe environment for mergers and acquisitions in the financial services industry. Some of the country’s leading regional banks are merging, including TCF Financial …
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How to bullet-proof your rebranding plan so nothing falls through the cracks
Wednesday, August 7, 2019 | BrandActive
Corporate Rebrand ImplementationRebrand Implementation Strategy
The decision to rebrand is a big one. It triggers a cascade of activities that must be managed carefully to fully transition your organization from one branded identity to another. Marketing tends to be in the spotlight, but implementing your rebranding plan is actually a team effort requiring coo…
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Keeping your rebranding budget on target — from planning to execution
Friday, August 2, 2019 | Poria Kanozi
Rebrand Implementation StrategyRebranding 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…
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6 tips to successfully rebrand your manufacturing company
Wednesday, July 17, 2019 | Philip Guiliano
Manufacturing Industry Brand ImplementationRebrand Implementation StrategyRolling Out Your Rebrand
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…
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7 signage best practices to make a lasting brand impression
Wednesday, July 10, 2019 | BrandActive
Signage Implementation
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…
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Brand governance for M&A: protecting your rebrand investment
Tuesday, July 2, 2019 | Nicole Kemp
Brand and Marketing OperationsM&A / Divestiture Brand Changes
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…
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Uniting brands: how to promote cultural integration during M&A
Wednesday, June 19, 2019 | Vladimir Kacar
M&A / Divestiture Brand ChangesMarketer's Brand Implementation FAQs
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 …
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Timing matters: how to build a rebrand budget that meets your organization’s financial needs
Monday, June 10, 2019 | Patrick Heath
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…
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Key considerations when rebranding a technology company
Monday, June 3, 2019 | Patrick Heath
Technology Industry Brand Implementation
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…
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