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.

7 things marketers forget when rebranding

Wednesday, September 25, 2019 | BrandActive

In The News

This article first appeared on the HITMC website. If you been through rebranding at a healthcare organization, you know that it often starts as a high-adrenaline sprint, especially during the initial stages when the focus is on developing a new brand strategy, identity, and messaging. But once th…

Why your technology rebrand due to M&A is larger than anticipated

Wednesday, September 25, 2019 | BrandActive

M&A / Divestiture Brand Changes Technology Industry Brand Implementation

You get a call from the CEO: “Hey, we just acquired Company XYZ for $2.1 billion. What is Marketing’s plan?” At technology companies, this scenario has become increasingly common. And if you have been keeping up with the state of the technology landscape, you are well aware that M&A activi…

Sustainable rebranding of products and packaging

Monday, September 16, 2019 | BrandActive

Rebranding Implementation Sustainable Rebranding

Products and packaging are one of the most visible branded components. Fortunately, this area also represents one of the biggest opportunities to incorporate sustainable measures. If you are undergoing a merger as part of your company’s rebrand, you’re almost certainly considering your packaging…

5 tips to get the full ROI from your energy company’s rebrand

Monday, September 9, 2019 | Philip Guiliano

Corporate Rebrand Implementation Energy Industry Brand Implementation Rebranding Implementation

Regardless of what prompts your energy company to rebrand, one thing is certain: doing so will be both complicated and costly. Key stakeholders at your company (and the market) will watch closely to see if the rebrand is carried out on budget and on time. Chances are, they will also be looking for e…

A roadmap for rebranding an energy company

Thursday, September 5, 2019 | BrandActive

Energy Industry Brand Implementation Rolling Out Your Rebrand

Energy companies today contend with a fast-changing business environment, including a rise in M&A and corporate repositioning initiatives. As they seek scale, diversification, and closer connections with customers, rebranding is often a lynchpin of their strategy. That’s why energy executives,…

The history of using sound to signal your brand

Monday, August 12, 2019 | John Gasior

Brand and Marketing Operations

When Thomas Edison sat down in 1878 to invent the phonograph, it’s doubtful he recognized the importance his new device would have on the world 150 years later. Today, through multiple evolutions of the phonograph, sound has taken a new form that is all around us, including in the shape of sonic b…

Managing competing rebrand priorities in a financial sector merger

Wednesday, August 7, 2019 | Nicole Kemp

Financial Services Brand Implementation M&A / Divestiture Brand Changes

Regulatory changes, increasing competition, changing customer dynamics, and advancing technology — it’s all combining to create a ripe environment for mergers and acquisitions in the financial services industry. Some of the country’s leading regional banks are merging, including TCF Financial …

How to bullet-proof your rebranding plan so nothing falls through the cracks

Wednesday, August 7, 2019 | BrandActive

Corporate Rebrand Implementation Rebrand Implementation Strategy

The decision to rebrand is a big one. It triggers a cascade of activities that must be managed carefully to fully transition your organization from one branded identity to another. Marketing tends to be in the spotlight, but implementing your rebranding plan is actually a team effort requiring coo…

Keeping your rebranding budget on target — from planning to execution

Friday, August 2, 2019 | BrandActive

Rebrand Implementation Strategy Rebranding Implementation Budgets

Even if you’ve been through it before, rebranding a large corporation or global entity is an enormous undertaking, one that involves orchestrating a multitude of moving parts. Initially budgeting for such a large project is challenging enough. But staying on budget over the course of a rebrand may…

6 tips to successfully rebrand your manufacturing company

Wednesday, July 17, 2019 | Philip Guiliano

Manufacturing Industry Brand Implementation Rebrand Implementation Strategy Rolling Out Your Rebrand

All rebrands are complicated. But let’s face it: When it comes to implementing rebranding at manufacturing companies, the level of complexity skyrockets. And while the usual rebranding tips apply, they aren't enough. Manufacturing itself is a complex, often decentralized business, including lon…

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