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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.

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…

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…

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