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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.

Beating the clock: rebranding a split-off on a legal deadline

Tuesday, January 21, 2020 | BrandActive

Rolling Out Your Rebrand

Rebranding as a result of a split-off divestiture presents a number of challenges that make it different (and a good bit trickier) than other types of rebrands. Of course, all rebrands are executed on a timeline, with deadlines that must be met. However, in the case of a split-off, the deadlines for…

Safeguard your financial services brand with operational brand governance

Monday, January 13, 2020 | BrandActive

Brand and Marketing Operations Financial Services Brand Implementation

Financial services firms express their brands through a plethora of digital, physical, and experiential touchpoints. With so many opportunities for consumer impressions and interactions created by employees across a variety of departments, it’s no surprise that effective, consistent brand represen…

Kearney launches new brand

Friday, January 10, 2020 | BrandActive

Corporate Rebrand Implementation In The News

Congratulations to Kearney on the launch of their new brand! Now this global management consulting powerhouse is known simply as Kearney rather than A.T. Kearney, its moniker since 1926. The new Kearney brand emphasizes the humanity that clients, colleagues, and alumni value most in the firm. Kud…

Centrally located: rebranding a decentralized organization with a centralized project structure

Monday, January 6, 2020 | BrandActive

Corporate Rebrand Implementation

The process of transitioning a company from one brand to another may look straightforward from the outside. But take a look behind the scenes. You’ll find an exceptionally high level of internal coordination and collaboration behind any successful rebrand. That sort of seamless orchestration is…

How to approach signage replacement during a corporate rebranding

Sunday, January 5, 2020 | Philip Guiliano

Corporate Rebrand Implementation Signage Implementation

On the surface, signage systems may not seem like the most important priority when making a brand change. First and foremost, you want to make sure that the quality of your brand is maintained and improved by whatever changes you are making to brand strategy and design. Then, you need to figure out …

Using rebranding to enhance brand compliance across your organization

Sunday, January 5, 2020 | Philip Guiliano

Rebrand Implementation Strategy Rebranding Implementation

Some might think the term “brand compliance” is a bit last century, but it’s more relevant than ever. As more people are empowered to use the company’s brand in more places, the more your brand is prone to misuse. While brand compliance is understandably challenging in times of brand chan…

The top rebranding trends of 2019 – and what to expect in 2020

Tuesday, December 17, 2019 | Philip Guiliano

Marketer's Brand Implementation FAQs Rebranding Implementation

The end of the year marks a unique time in the life of businesses. With Q4 coming to a close, most businesses are actively looking backward and forward in equal measure. They are reviewing their performance from the year that is drawing to a close and setting new goals for the year to come. In truth…

10 critical steps to implementing a rebrand in the financial services sector

Thursday, December 12, 2019 | BrandActive

Financial Services Brand Implementation Rebrand Implementation Strategy

From global powerhouses to middle-market players, financial services companies are pushing the boundaries of their existing business models to achieve growth. According to McKinsey’s report “The last pit stop? Time for bold late-cycle moves” (October 2019) smart strategies include investments …

The marketer’s case for a rebranding agency partner

Monday, December 9, 2019 | BrandActive

Marketer's Brand Implementation FAQs Rebrand Implementation Strategy

Let’s say you’re in the process of considering a rebrand for your organization, but you aren’t sure how to justify the expense to the C-suite. Or maybe your executive team has already signed on for brand change, and now they’re looking at you to make it happen. What’s your next move? If…

Marketing procurement: optimizing the ecosystem

Wednesday, December 4, 2019 | Philip Guiliano

Marketer's Brand Implementation FAQs Procurement Rebrand FAQs

The following statement no longer represents a theoretical destination – it’s time has arrived. The Marketing, Procurement, and Finance functions are wholly reinventing how they work with each other. It’s changing where the “power” and influence on value lies and what they expect of the…

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We are constantly thinking about the world around us.

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