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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.

Moving the conversation to rebranding implementation

Thursday, November 1, 2018 | Andy Pollock

Advice to Marketing Executives Rebranding Implementation Rebranding Rollout Plan

When given responsibility for large-scale rebranding, a challenge you may have not faced before, where do you begin? Perhaps you’ll schedule coffee or lunch with a few trusted members of your network—fellow CMOs and senior marketing executives. If you’re fortunate, an old college roommate w…

The state of healthcare marketing, from cupcakes to storytelling and digital engagement

Wednesday, October 31, 2018 | Andy Pollock

Advice to Marketing Executives Healthcare Rebrand Implementation Rebranding Implementation

When I arrived in Seattle for this year’s Society for Healthcare Strategy & Marketing Development conference (SHSMD), I wasn’t exactly sure what to expect. Of course, I had done my homework. I caught up on my trade press reading and highlighted key sessions to attend. I also researched new…

3 Questions CMOs ask when rebranding (and 3 questions they don’t ask, but should)

Monday, October 15, 2018 | Nicole Kemp

Advice to Marketing Executives Corporate Rebranding Implementation

Our most iconic companies all rebrand, often multiple times. Take Coca-Cola, which first advertised as “Pemberton’s, the world’s greatest nerve tonic” before relying on the creative instincts and good penmanship of its bookkeeper for the name and script rendition of the original Coca-Cola lo…

How strategic rebranding implementation improves the healthcare stakeholder experience

Friday, October 5, 2018 | Andy Pollock

Healthcare Rebrand Implementation Rebranding Stakeholders

Half of healthcare provider executives say revamping the patient experience is one of their organization’s top three priorities* The value of healthcare merger deals doubled in the first half of 2018 as compared to the previous year, to over 300 billion dollars. It’s staggering to think about…

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 …

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