How access to marketing benchmarks improves healthcare marketing
Monday, October 1, 2018 | Andy Pollock
Healthcare Rebrand ImplementationLogistics of Rebranding ImplementationRebranding 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…
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4 ways to reduce rebrand implementation costs due to a merger
Friday, August 24, 2018 | BrandActive
DivestitureFinancial Management of RebrandingM&A Brand ChangeRebrand 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.…
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Four ways tech firms leverage rebranding implementation to improve marketing effectiveness
Wednesday, June 20, 2018 | James Burn
Advice to Marketing ExecutivesRebranding ImplementationTechnology 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…
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Seven tips to minimize the risks of rebranding at energy companies
Tuesday, March 27, 2018 | Andy Pollock
Energy Company RebrandingMinimize Rebrand RiskRebranding 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…
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5 mistakes marketers can avoid when rebranding digital collateral during a merger
Wednesday, March 21, 2018 | BrandActive
Advice to Marketing ExecutivesDivestitureM&A Brand ChangeRebranding 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…
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Three risks of healthcare rebranding implementation and how to mitigate them
Wednesday, February 7, 2018 | Philip Guiliano
Healthcare Rebrand ImplementationMinimize Rebrand RiskRebrand 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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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…
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The rollout: elements of a successful implementation strategy
Tuesday, June 6, 2017 | Andy Pollock
Branded Asset ChangeRebrand Implementation StrategyRebranding 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…
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Rebranding budgets: a CMO’s blind spot
Monday, April 17, 2017 | Andy Pollock
Advice to Marketing ExecutivesFinancial Management of RebrandingRebranding ImplementationRebranding 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…
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To upgrade or not to upgrade
Wednesday, February 1, 2017 | Philip Guiliano
Minimize Rebrand RiskRebranding 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…
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