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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.

Get your house in order: tuning in to the operational side of brand governance

Wednesday, November 13, 2019 | Philip Guiliano

Brand and Marketing Operations Marketer's Brand Implementation FAQs

Today, every marketing executive is being asked to do more with the money they are allocated – if not more for less. And, on top of this, it’s your responsibility to build your organization’s brand value by ensuring it is used consistently, effectively, and efficiently. As you know, that can b…

Inside out: how brand consistency begins inside your organization during a rebrand

Monday, November 4, 2019 | Kavya Paul

Rolling Out Your Rebrand

For many organizations, maintaining brand consistency is a struggle under normal conditions. It’s never an easy task, but it inevitably grows much more challenging during a rebrand. Rebrands aren’t business as usual. Companies in the thick of a rebrand must adopt new brand guidelines as seamless…

Top priorities for software companies navigating a rebrand

Friday, November 1, 2019 | Eli Greenspan

Rebranding Implementation Technology Industry Brand Implementation

Software companies that opt to pursue a rebrand have a unique set of logistics to consider when crafting their rebranding strategies. In some ways, their rebranding process is streamlined compared with organizations in other industries, such as consumer goods brands, manufacturing companies – and …

Addressing the unique demands of a manufacturing rebrand while building brand value

Wednesday, October 16, 2019 | Patrick Heath

Manufacturing Industry Brand Implementation

People often say that timing is everything. That’s certainly true when you are rebranding a manufacturing company. To start, a manufacturing rebranding tends to be a longer-than-average process, one that reflects greater-than-average complexity. This is because manufacturing companies have so m…

5 ways to get your rebranding strategy right to ensure the success of your brand rollout

Saturday, October 12, 2019 | Philip Guiliano

Rebrand Implementation Strategy Rolling Out Your Rebrand

First the bad news: When you become responsible for rebranding strategy, you will have your work cut out for you. It can be complicated, time-consuming, expensive, and labor intensive. Now the good news: With some forethought and planning, it’s possible to rebrand smartly, in a way that minimiz…

4 healthcare marketing best practices from top CMOs

Thursday, October 10, 2019 | Philip Guiliano

Healthcare Providers and Insurance Brand Implementation Marketer's Brand Implementation FAQs

Sometimes, work really is its own reward. I had the privilege of organizing and moderating a panel of healthcare CMOs at the recent Society for Health Care Strategy & Market Development (SHSMD) conference, and the entire experience—from panel preparation to on-stage delivery—was a joy. …

Building the right rebrand execution team: a holistic approach

Monday, October 7, 2019 | Vladimir Kacar

Corporate Rebrand Implementation Marketer's Brand Implementation FAQs

Orchestrating a rebrand for a large corporation requires the involvement of a broad team of internal and external partners. That’s why creating the right team for a rebrand is so critical for its success. But most executive marketing leaders tasked with putting together a rebrand plan — and a te…

7 things marketers forget when rebranding

Wednesday, September 25, 2019 | BrandActive

In The News

This article first appeared on the HITMC website - If you been through rebranding at a healthcare organization, you know that it often starts as a high-adrenaline sprint, especially during the initial stages when the focus is on developing a new brand strategy, identity, and messaging. But once th…

Why your technology rebrand due to M&A is larger than anticipated

Wednesday, September 25, 2019 | BrandActive

M&A / Divestiture Brand Changes Technology Industry Brand Implementation

You get a call from the CEO: “Hey, we just acquired Company XYZ for $2.1 billion. What is Marketing’s plan?” At technology companies, this scenario has become increasingly common. And if you have been keeping up with the state of the technology landscape, you are well aware that M&A activi…

Sustainable rebranding of products and packaging

Monday, September 16, 2019 | BrandActive

Rebranding Implementation Sustainable Rebranding

Products and packaging are one of the most visible branded components. Fortunately, this area also represents one of the biggest opportunities to incorporate sustainable measures. If you are undergoing a merger as part of your company’s rebrand, you’re almost certainly considering your packaging…

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