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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.

Ready, set, go! What you should be doing to prepare for rebranding implementation during the M&A approval process

Wednesday, July 13, 2016 | Andy Pollock

M&A Brand Change Rebranding Implementation Rebranding Rollout Plan

With M&A volume setting new records—over $5 trillion in deals in 2015, according to Dealogic—many branding, marketing, and communications professionals will be charged with implementing a rebranding project during their careers. Executives often ask me what the key is to setting up for succe…

The healthcare stakeholder challenge

Thursday, April 14, 2016 | Andy Pollock

Healthcare Rebrand Implementation Rebranding Implementation Rebranding Stakeholders

We’ve seen it many times. Healthcare providers engaged in mergers and acquisitions embark on the implementation for a rebranding only to get stymied by unforeseen stakeholder concerns. What sets healthcare rebrandings apart from others is that hospitals and health systems face more potential issue…

How benchmarking leads to more effective decision making

Tuesday, March 15, 2016 | Vladimir Kacar

Financial Management of Rebranding Rebranding Implementation Rebranding Implementation Budgets Rebranding Tools and Technology

When Fortune 50 clients like Hewlett-Packard and Verizon consider engaging BrandActive, they often have one critical question on their mind - how much is their rebrand going to cost? It doesn’t matter if it’s a merger, acquisition, or rebranding of an existing enterprise, executives are eager to…

Health insurance: rebranding for clarity

Monday, October 26, 2015 | Andy Pollock

Healthcare Rebrand Implementation Rebrand Implementation Strategy Rebranding Rollout Plan

With the flood of change in healthcare today, you could forgive consumers if they cited “confusion” rather than “clarity” to describe how they feel about the future of their insurance coverage. With the constant reshaping of plans and programs, patients easily get disoriented, whether before…

The joy of a repeatable process

Monday, September 28, 2015 | Marie Greatrix

Rebranding Implementation Rebranding Rollout Plan

We all know about Murphy’s Law: “Anything that can go wrong, will.” In the course of many rebrandings, we’ve uncovered a few examples. In one case, just before the grand opening of a new location—at which a new sign was to be unveiled at just the right moment—the sign vendor shipped the …

Taking the risk out of rebranding logistics

Thursday, August 20, 2015 | Philip Guiliano

Logistics of Rebranding Implementation Minimize Rebrand Risk Rebranding Rollout Plan

At its core, logistics is the careful planning towards anticipated outcomes, as well as the resolve and experience to still achieve those outcomes when the unexpected occurs. Given this is a piece about risk, lets dispose the first part of that definition referring to the ideal projects where perfec…

The logistics of rebranding rollouts

Thursday, July 2, 2015 | Philip Guiliano

Corporate Rebranding Implementation Logistics of Rebranding Implementation Rebranding Rollout Plan

How does a global company roll out “the next new thing?” Deploy it in hundreds of offices? In dozens of countries? To legions of employees? To thousands of customers and prospects? These days, corporations rely on analytics and sophisticated logistics that drive thousands of point decisions in p…

Translating high level strategy into data-driven action

Wednesday, April 1, 2015 | James Burn

Rebrand Implementation Strategy

When architects create a conceptual design for a structure, they talk with clients, take a few measurements, and come up with a floor plan that documents a grand strategy. But the initial plan, even once approved, remains pie in the sky until a host of added data and additional measurements are obta…

The 10-steps of a successful M&A rebranding project

Wednesday, February 11, 2015 | Marie Greatrix

M&A Brand Change Rebranding Rollout Plan

Given the increasingly competitive and ever-changing global marketplace, it is reasonable to expect that most branding, marketing and corporate communications professionals will be charged with implementing a rebranding project resulting from a merger or acquisition during their career. Having led t…

Brand unification signals a new era of network collaboration for The University of Vermont Health Network

Wednesday, December 3, 2014 | Philip Guiliano

Healthcare Rebrand Implementation Rebranding Implementation

November 12, 2014 marks the official launch of The University of Vermont Health Network brand. The four hospitals that made up Fletcher Allen Partners have been working together for the last three years to improve patient care and operations. Giving the network a unifying name that emphasizes its ac…

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