The four types of tools behind every rebrand
Monday, June 1, 2020 | BrandActive
Brand Implementation Technology & ToolsCorporate Rebrand Implementation
Successfully implementing a major rebrand is no small feat. To do it well, you will need to have the right team in place. But that’s not all: You will also need to assemble the right set of tools to help you analyze, plan, track, and manage your rebrand implementation process. Here, we take a l…
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Rebranding? Here are the top five ways to gain efficiency and save money
Friday, May 29, 2020 | Eniana Vrenozaj
Rebranding Implementation Budgets
Rebranding represents an enormous commitment of time, energy, and resources. As a result, marketers must find ways to maximize their budgets and do more with less — even when the benefits of brand change are clear. That’s true whether the economy is soaring or budgets are being slashed. But in d…
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A marketer’s guide to adapting in a downturn: key lessons from the 2008 Recession
Tuesday, May 26, 2020 | BrandActive
Marketer's Brand Implementation FAQs
Everywhere you look you see companies whose fortunes were changed by the financial crisis of 2007 and the Great Recession that followed. What lessons do their experiences hold for marketers today? Back then, banks became smaller and more focused on the communities they serve. Both Airbnb and Uber…
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How to develop an accurate rebranding budget in two key phases
Monday, May 18, 2020 | BrandActive
Marketer's Brand Implementation FAQsRebranding Implementation BudgetsRolling Out Your Rebrand
If your company is considering a rebrand, you probably already have a strong idea of what you hope to achieve from the transition. Whether you’re headed toward a merger or simply ready to update your organization’s brand to reflect your current positioning, you already have a firm handle on your…
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3 key tactics for adapting your business due to changing consumer attitudes
Wednesday, May 13, 2020 | BrandActive
Marketer's Brand Implementation FAQs
Right now, consumers are facing a world no one has ever seen before. As a result, what they value most is changing before our eyes. And businesses are under great economic strain. How can your marketing efforts boost your relevance to consumers post-crisis? And how can you prepare to do more with …
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Untapped potential: Study reveals how financial service firms need to evolve brand governance
Monday, May 4, 2020 | BrandActive
Brand and Marketing OperationsFinancial Services Brand Implementation
Increasingly, executive leaders are talking up the need for operational brand governance to drive growth, efficiency, and improved financial results. Yet many organizations, especially more traditional financial services institutions with a B2B focus, don’t have a clear understanding …
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Recalibrating your rebrand initiative in a time of disruption
Friday, May 1, 2020 | James Burn
In The NewsMarketer's Brand Implementation FAQs
This article first appeared on Forbes. Despite the challenges of operating during a global pandemic, there will always be initiatives that organizations must advance — a planned rebrand, an acquisition, a split, an operation to strengthen market positioning, etc. The strategic intent of the ini…
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Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now
Wednesday, April 29, 2020 | BrandActive
Marketer's Brand Implementation FAQs
Perspectives from economist and mutual fund titan Mark Bonham and WPP’s former EVP and M&A guru, Andrew Hall, moderated by Philip Guiliano, Partner, BrandActive As we begin to see a path out of lockdown, how will this experience have changed what consumers value? W…
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Podcast Excerpt: How consumer values will change in 2020
Wednesday, April 29, 2020 | BrandActive
From the podcast, Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now Andrew Hall, former EVP at WPP Thinking about my personal situation in terms of things I value…First, I would say human interaction with friends and family. …
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Podcast Excerpt: Repositioning to align with changing consumer values
Sunday, April 26, 2020 | BrandActive
From the podcast, Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now Mark Bonham, London School of Economics trained economist, mutual fund pioneer, and philanthropist So, companies that do well in this type of crisis will be heal…
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