We are constantly thinking about the world around us.

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.

Patient experience: a strategic priority for today’s healthcare providers

Wednesday, October 22, 2014 | Andy Pollock

Healthcare Rebrand Implementation Rebrand Implementation Strategy Rebranding Stakeholders

Last week I had the chance to engage with many of North America’s most respected healthcare marketing leaders, at the 2014 Society for Healthcare Strategy & Market Development (SHSMD) conference in San Diego, CA. ‘Patient experience’ was a hot topic and a focus of many conference sessions.…

Lessons from rebranding a berkshire hathaway consumer business

Wednesday, September 24, 2014 | James Burn

Corporate Rebranding Implementation Rebranding Implementation

Marketing executives charged with managing a company-wide brand transition know that the journey from project start to new brand launch can feel like a roller coaster ride. Corporate rebranding is a risky venture because it impacts a company’s reputation, its brand value, its employees and custome…

The million-dollar rebranding question most often asked by CMOs

Thursday, September 11, 2014 | Philip Guiliano

Advice to Marketing Executives Corporate Rebranding Implementation Rebranding Implementation Budgets

My phone rings, and on the line is a Chief Marketing Officer (CMO) tasked with leading a corporate rebranding initiative. The CMO is asking the Million-Dollar Question: “How much is our rebranding project going to cost?” The question typically arises during the CMO’s due diligence process befo…

Proactive rebranding practices that save time and money and improve brand impact

Thursday, August 21, 2014 | Philip Guiliano

Advice to Marketing Executives Rebranding Implementation

In the fifteen years since BrandActive has been in the business of implementing new brands, we’ve heard our share of war stories. Most relate to clients who had an unhappy surprise, often due to a cost overrun or a timing interdependency that put a major wrinkle in their rebranding launch plans. S…

How to increase brand equity while protecting your most valuable branded asset

Tuesday, August 5, 2014 | Philip Guiliano

Branded Asset Change Rebranding Implementation

In brick and mortar businesses with recognized brands, signage is arguably an organization’s most powerful branded asset. The benefits of investing in comprehensive signage standards and guidelines---and adhering to them religiously to increase your brand equity---render this aspect of corporate b…

The benefits of outsourcing brand implementation

Tuesday, July 29, 2014 | James Burn

Advice to Marketing Executives Rebranding Implementation

If you’re familiar with the term “brand implementation,” we’ll venture that you’ve been around the brand change block. BrandActive lends a steady, strategic hand to medium and large-sized companies undergoing brand change. This article is for marketing executives seeking guidance on how to…

What marketing pros should expect and prepare for during M&A rebranding initiatives

Tuesday, July 22, 2014 | Philip Guiliano

Advice to Marketing Executives Divestiture M&A Brand Change Rebranding Implementation

Rebranding initiatives driven by a merger or acquisition can be the most challenging type to manage. If you’re a marketing pro who hasn’t yet experienced the fast-paced and often ambiguous nature of these rebranding scenarios, read on for some valuable tips we’ve gained by walking your peers d…

10 rebranding tips marketing executives should know

Tuesday, July 15, 2014 | James Burn

Advice to Marketing Executives Rebrand Implementation Strategy Rebranding Rollout Plan

After they safely crossed the brand rollout ‘finish line’, many of our clients confessed they’d had no idea how critical and complex a new brand transition (also known as a brand implementation, or brand rollout) could be. Our ‘scope and assess’ phase alone requires an interdepartmental ef…

The three pillars of corporate rebranding: company, branding agency, and brand implementation partner

Tuesday, July 8, 2014 | Philip Guiliano

Corporate Rebranding Implementation Rebrand Implementation Strategy Rebranding Rollout Plan

This article is intended for marketing and communications staff and executives who haven’t yet gone through a strategic corporate rebranding initiative. It may also be useful for those who have experienced a less-than-ideal implementation of a new brand. The three pillars of corporate rebranding r…

Understanding signage value engineering in brand transition projects

Tuesday, July 1, 2014 | Philip Guiliano

Corporate Rebranding Implementation Signage Rebranding

Signage Value Engineering is the process of identifying, from both a business and a technical perspective, the best approach to transitioning signage from old brand identity to new. Minimizing costs while maximizing function and brand impact are the ultimate objectives of Signage Value Engineering. …

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