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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.

Timing matters: how to build a rebrand budget that meets your organization’s financial needs

Monday, June 10, 2019 | Patrick Heath

Rebranding Implementation Budgets

When it comes to preparing a realistic budget for a rebrand, identifying the full list of planned expenses is a top priority. But that’s just the jumping off point. You need to understand where in your organization to look for funding—meaning where will you turn to find the money to pay for conv…

Key considerations when rebranding a technology company

Monday, June 3, 2019 | Patrick Heath

Technology Industry Brand Implementation

Perhaps it’s playing to the cliché to suggest that technology companies focus more on developing products than developing their own brands. It isn’t surprising, though: Most of them — large or small, established or startup — were founded by coders or engineers or developers — not marketer…

Top three takeaways from the ANA Financial Management conference

Wednesday, May 22, 2019 | Ian Kaplan

Marketer's Brand Implementation FAQs Rebranding Implementation

There’s only one thing that can match the span and range of topics discussed at the recent ANA Advertising Financial Management Conference. And that’s the passion of the brand and agency leaders having the discussion. Among my big takeaways were valuable insights into current thinking on agen…

The client asks: How much will the rebrand cost? Do you know the answer?

Monday, May 13, 2019 | Andy Pollock

Corporate Rebrand Implementation Rebranding Implementation Budgets

Let's compare planning a rebrand implementation to the process of building the new beach house of your dreams. You find the perfect island location, design the ideal layout, choose the right flooring and fixtures and paint colors. It’s just right. But you have no idea what it will cost or how l…

Bridging the gap between in-house and external agencies

Tuesday, May 7, 2019 | Ian Kaplan

Marketer's Brand Implementation FAQs

While at the Texas Marketing Summit last month in Dallas, I couldn’t help but notice a common line of thinking among some of the attendees. You’ve probably heard it once and you will hear it again: “Why do we need an agency for this? Shouldn’t we be doing this in-house?” These may be…

Building a best-in-class brand management system

Monday, May 6, 2019 | Nicole Kemp, Ed Burn

Brand Implementation Technology & Tools

If your brand has been through a major transition, there are some common pitfalls that may be familiar: The one-off brochure that doesn’t use approved photos and copy. Product-specific websites that don’t align with the master brand. Embroidered polo shirts that don’t match the logo’s Panton…

Cost-effective strategies for high-impact branded environments

Monday, April 22, 2019 | Robert Sokoloff

Signage Implementation

We live in a world where consumers have increasingly deep and complex relationships with the brands they favor. Marketers understand that branding is no longer confined to business cards, billboards and websites; it’s an all-encompassing experience that creates more profound connections between cu…

4 strategies for navigating a divestiture: a marketers rebrand implementation playbook

Wednesday, April 17, 2019 | BrandActive

Corporate Rebrand Implementation M&A / Divestiture Brand Changes

From mega-companies to the middle market, businesses seem to be taking to heart what Bain & Company reported in 2017: Companies that engage in focused divestment outperform inactive companies by 15% in total shareholder return. In every industry, marketing executives are facing the need to re…

How to maximize ROI when rebranding due to business divestiture

Monday, April 8, 2019 | James Burn

Corporate Rebrand Implementation M&A / Divestiture Brand Changes

If your company is planning a divestiture soon, you’re in good company. According to a 2018 Deloitte survey of 1,000 corporate executives, a notable 70% indicated an intent to carve off part of their business in response to market conditions or financial needs. When a divestiture happens ther…

4 ways to stay ahead of the rebrand curve in a merger or acquisition

Friday, April 5, 2019 | Andy Pollock

M&A / Divestiture Brand Changes Rebrand Implementation Strategy

If your organization is part of a merger or acquisition, business leaders around you are caught up in the resulting swirl of activity. As other business units and functions are starting to think about how to bring the two companies together, marketing executives should be, as well. Early on is the …

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We are constantly thinking about the world around us.

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