How to develop an accurate rebranding budget in two key phases
Monday, May 18, 2020 | Adrea Fink
Advice to Marketing ExecutivesRebranding Implementation BudgetsRebranding Rollout Plan
If your company is considering a rebrand, you probably already have a strong idea of what you hope to achieve from the transition. Whether you’re headed toward a merger or simply ready to update your organization’s brand to reflect your current positioning, you already have a firm handle on your…
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3 key tactics for adapting your business due to changing consumer attitudes
Wednesday, May 13, 2020 | BrandActive
Advice to Marketing Executives
Right now, consumers are facing a world no one has ever seen before. As a result, what they value most is changing before our eyes. And businesses are under great economic strain. How can your marketing efforts boost your relevance to consumers post-crisis? And how can you prepare to do more wit…
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New name, new challenges: how to successfully pull off a rebrand with a name change
Wednesday, May 13, 2020 | Kavya Paul
Branded Asset ChangeCorporate Rebranding Implementation
If your firm is rebranding, chances are good that you may also be planning a name change. Maybe your firm is involved in a merger or a spinoff. Perhaps you’re contending with legal issues that necessitate a new name. Or it could simply be that your firm needs to reposition itself in the market. Wh…
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Untapped potential: Study reveals how financial service firms need to evolve brand governance
Monday, May 4, 2020 | Nicole Kemp, Joanna Litingtun
Brand and Marketing OperationsFinancial Sector Rebranding
Increasingly, executive leaders are talking up the need for operational brand governance to drive growth, efficiency, and improved financial results. Yet many organizations, especially more traditional financial services institutions with a B2B focus, don’t have a clear understanding …
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Recalibrating your rebrand initiative in a time of disruption
Friday, May 1, 2020 | James Burn
Advice to Marketing ExecutivesIn The NewsM&A Brand Change
This article first appeared on Forbes. Despite the challenges of operating during a global pandemic, there will always be initiatives that organizations must advance — a planned rebrand, an acquisition, a split, an operation to strengthen market positioning, etc. The strategic intent of the ini…
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Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now
Wednesday, April 29, 2020 | BrandActive
Advice to Marketing Executives
Perspectives from economist and mutual fund titan Mark Bonham and WPP’s former EVP and M&A guru, Andrew Hall, moderated by Philip Guiliano, Partner, BrandActive As we begin to see a path out of lockdown, how will this experience have changed what consumers value? W…
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Podcast Excerpt: How consumer values will change in 2020
Wednesday, April 29, 2020 | BrandActive
From the podcast, Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now Andrew Hall, former EVP at WPP Thinking about my personal situation in terms of things I value…First, I would say human interaction with friends and family. …
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Podcast Excerpt: Repositioning to align with changing consumer values
Sunday, April 26, 2020 | BrandActive
From the podcast, Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now Mark Bonham, London School of Economics trained economist, mutual fund pioneer, and philanthropist So, companies that do well in this type of crisis will be heal…
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An agile approach to rebranding in times of uncertainty
Friday, April 24, 2020 | BrandActive
Rebrand Implementation Strategy
If you’ve been through brand change, you know all too well once the strategy and creative have been approved, the real ground war begins—applying the new brand identity to every branded asset throughout the organization. But in these disrupted times, with some work locations shuttered, supply ch…
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Why an implementation partner is critical to your agency’s rebrand engagements
Monday, April 20, 2020 | Patrick Heath, Andy Pollock
Minimize Rebrand RiskRebranding Stakeholders
Your branding agency is no stranger to rebrands. You regularly work with organizations that are seeking to refresh or completely change their brands. Chances are, you pride yourself not only on the quality of your creative work, but on the thoroughness of the brand identities you create. From a stra…
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