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 signage best practices to make a lasting brand impression

Wednesday, July 10, 2019 | BrandActive

Signage Implementation

Signage has been around since the ancient Romans and Greeks, who used it mark their storefronts hoping to attract customers. And while your branded signage might differ from their modest stone signs with painted letters, its intent—and its importance—remains undeniable. But one thing is for sure…

Brand governance for M&A: protecting your rebrand investment

Tuesday, July 2, 2019 | Nicole Kemp

Brand and Marketing Operations M&A / Divestiture Brand Changes

Brand governance is key to the successful implementation and maintenance of any brand over time. Without such an infrastructure, companies are at risk for brand fragmentation and resource and investment inefficiencies. Most important of all, they risk an inconsistent or confusing brand experience fo…

Uniting brands: how to promote cultural integration during M&A

Wednesday, June 19, 2019 | Vladimir Kacar

M&A / Divestiture Brand Changes Marketer's Brand Implementation FAQs

Bringing two companies together in a merger and acquisition (M&A) is a daunting task, and that extends to rebranding. There are thousands of logistics to consider, from branded assets and legal requirements to the timing of your rebrand budget. But that’s not all. You also need to promote and …

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…

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We are constantly thinking about the world around us.

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