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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.

Rollout teams win through analytics

Tuesday, February 6, 2018 | James Burn

Rebranding Rollout Plan

Less art, more science. That’s the trend in most lines of professional work these days. Solutions depend less on gut feel and more on analytics. This is especially true in the profession of brand implementation. The adept analysis of data doesn’t just inform the big picture—it impacts decision…

The rollout: elements of a successful implementation strategy

Tuesday, June 6, 2017 | Andy Pollock

Branded Asset Change Rebrand Implementation Strategy Rebranding Rollout Plan

There’s nothing like a rebrand effort to make you appreciate the extent of your branded assets. Planning for the rollout of a new identity demands an accurate inventory and accounting of each and every instance of your company name, logo and colors across your portfolio. Your team must think be…

Rebranding budgets: a CMO’s blind spot

Monday, April 17, 2017 | Andy Pollock

Advice to Marketing Executives Financial Management of Rebranding Rebranding Implementation Rebranding Implementation Budgets

Our competitive global economy — ripe for major transactions including mergers, acquisitions, splits spin-offs and affiliations — means every chief marketer can expect to manage a complex, large-scale rebranding at some point in his or her career. However, it is common for executives charged wit…

To upgrade or not to upgrade

Wednesday, February 1, 2017 | Philip Guiliano

Minimize Rebrand Risk Rebranding Implementation

When we work with clients during a rebranding, we often evaluate three different approaches, each with increasing cost and impact: “bronze,” “silver,” and “gold.” But you probably wonder: How often does a client choose just one of these options for all branded assets? Almost never. An…

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…

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