5 keys to streamlining vendor selection during a rebrand
Monday, February 11, 2019 | Poria Kanozi
ProcurementRebrand Implementation Strategy
You may have a spider’s web of vendors supplying your brand assets, everything from business cards to uniforms to outdoor signage. Regional offices may have their preferred local providers. Or perhaps you’ve inherited a group of suppliers as part of a merger.
Because of its scope and scale, a…
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10 rebranding tips marketing executives should know
Thursday, February 7, 2019 | Ian Kaplan
Advice to Marketing ExecutivesRebranding Implementation
Talk about a game-changer! Your company has decided to rebrand. The implications and logistics, both large and small, will excite, challenge, preoccupy and potentially overwhelm you and the whole marketing department for some time to come. Let’s face it, every branded asset needs to be changed and…
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A roadmap for communication during brand change
Monday, February 4, 2019 | Patrick Heath
Rebrand Implementation StrategyRebranding Rollout Plan
“The single biggest problem in communication is the illusion that it has taken place.”
Depending on who you ask, either the playwright George Bernard Shaw or the sociologist and writer William H. Whyte first pinpointed this issue way back in the middle of the last century. The adage is spot-o…
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Rebranding? Be prepared to pass the teamwork test
Tuesday, January 22, 2019 | Vladimir Kacar
Corporate Rebranding ImplementationRebranding Stakeholders
If you’ve ever lived through a major rebrand, you know it has the potential to be a wild ride. Really, it’s never as easy as updating logos. When the name of the company changes, the level of complexity ratchets up. And if the name change is due to merger and acquisition (M&A), and the combi…
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Streamlining a complex energy rebranding
Friday, January 18, 2019 | Patrick Heath, Ian Kaplan
Energy Company RebrandingRebranding Implementation Budgets
BrandActive has unique expertise in the financial analysis, strategy, cost optimization, and logistics of global rebrand implementation programs. That’s why preeminent businesses often come to BrandActive for help during times of brand change.
A recent case in point is Enbridge
Our team of r…
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How companies build and conserve brand value during a rebrand
Monday, January 14, 2019 | Philip Guiliano
Branded Asset ChangeMinimize Rebrand Risk
Ok, so depending on who you talk to, brand value can have a slew of different meanings.
A CMO or CFO might look at it as something to be measured and they calculate its contribution to the company’s balance sheet. Others believe brand value is measured using market share data. Or brand value ma…
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Top lessons for improving patient experience during a rebrand
Monday, January 7, 2019 | Andy Pollock
Advice to Marketing ExecutivesHealthcare Rebrand ImplementationRebranding Stakeholders
Hospitals and health systems are facing a watershed moment.
Due to all the merger and acquisition activity over the past 15 years, increasing numbers of people now find themselves seeking care at a healthcare system. These powerful organizations compete to offer an excellent and cohesive customer…
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Understanding the impact of CapEx/OpEx on rebranding budgets
Friday, January 4, 2019 | James Burn
Advice to Marketing ExecutivesFinancial Management of RebrandingRebranding Implementation BudgetsRebranding Rollout Plan
Successfully getting the approval for a rebranding program by the board and or leadership team may depend entirely on how the costs affect fiscal-year operating income. If a CMO goes into a board meeting and proposes a multimillion dollar rebranding budget with the entire cost hitting the P & L …
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Top trends in digital branding: your guide to user-generated content
Monday, December 17, 2018 | Nicole Kemp
Advice to Marketing ExecutivesRebranding Implementation
Increasingly, brands rely on digital channels to engage with customers and prospects. However, brands are seldom in charge of the messaging their audiences see on these platforms. Customers often learn about your brand through user-generated content. They form perceptions through social influencers.…
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Three reasons why AI is a rebrander’s new ally
Tuesday, December 11, 2018 | BrandActive
Rebrand Implementation StrategyRebranding Rollout Plan
More than just a buzzword, AI is a pivotal part of realizing brand change on time and on budget. These technology tools allow project teams to streamline processes and give scenarios while computers do the heavy lifting of calculating and extrapolating scope of costs. AI is beginning to provide mark…
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