
The client asks: How much will the rebrand cost? Do you know the answer?
Monday, May 13, 2019 | Andy Pollock
Corporate Rebranding ImplementationFinancial Management of RebrandingRebranding 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…
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4 ways to stay ahead of the rebrand curve in a merger or acquisition
Friday, April 5, 2019 | Andy Pollock
DivestitureM&A Brand ChangeRebrand 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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The importance of governance in healthcare marketing
Tuesday, March 5, 2019 | Andy Pollock
Healthcare Rebrand Implementation
I recently returned from the 2019 Joe Public Retreat, hosted by ReviveHealth in Charleston, South Carolina and WOW – what a great event it was! Having attended this event multiple times over the last few years, it is very clear to me that something special is developing here. This conference b…
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Top lessons for improving patient experience during a rebrand
Monday, January 7, 2019 | Andy Pollock
Advice to Marketing ExecutivesHealthcare Rebrand ImplementationRebranding Stakeholders
Hospitals and health systems are facing a watershed moment. Due to all the merger and acquisition activity over the past 15 years, increasing numbers of people now find themselves seeking care at a healthcare system. These powerful organizations compete to offer an excellent and cohesive customer…
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Moving the conversation to rebranding implementation
Thursday, November 1, 2018 | Andy Pollock
Advice to Marketing ExecutivesRebranding ImplementationRebranding Rollout Plan
When given responsibility for large-scale rebranding, a challenge you may have not faced before, where do you begin? Perhaps you’ll schedule coffee or lunch with a few trusted members of your network—fellow CMOs and senior marketing executives. If you’re fortunate, an old college roommate w…
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The state of healthcare marketing, from cupcakes to storytelling and digital engagement
Wednesday, October 31, 2018 | Andy Pollock
Advice to Marketing ExecutivesHealthcare Rebrand ImplementationRebranding Implementation
When I arrived in Seattle for this year’s Society for Healthcare Strategy & Marketing Development conference (SHSMD), I wasn’t exactly sure what to expect. Of course, I had done my homework. I caught up on my trade press reading and highlighted key sessions to attend. I also researched new…
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How strategic rebranding implementation improves the healthcare stakeholder experience
Friday, October 5, 2018 | Andy Pollock
Healthcare Rebrand ImplementationRebranding Stakeholders
Half of healthcare provider executives say revamping the patient experience is one of their organization’s top three priorities* The value of healthcare merger deals doubled in the first half of 2018 as compared to the previous year, to over 300 billion dollars. It’s staggering to think about…
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How access to marketing benchmarks improves healthcare marketing
Monday, October 1, 2018 | Andy Pollock
Healthcare Rebrand ImplementationLogistics of Rebranding ImplementationRebranding Tools and Technology
It’s interesting how many major healthcare systems participate in the annual Healthcare Marketing Communications Benchmarking Study conducted by Gelb Consulting and Cleveland Clinic. Recently, I took a look at this trove of rich, industry-specific data on annual marketing budgets, spending, and st…
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Seven tips to minimize the risks of rebranding at energy companies
Tuesday, March 27, 2018 | Andy Pollock
Energy Company RebrandingMinimize Rebrand RiskRebranding Implementation
If your energy firm is like most, it’s structured as a B2B enterprise. Management emphasizes sales and building relationships with a core set of customers. Brand often takes a back seat. So, when the business needs to rebrand because of a transaction or new business strategy, brand marketers can f…
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The rollout: elements of a successful implementation strategy
Tuesday, June 6, 2017 | Andy Pollock
Branded Asset ChangeRebrand Implementation StrategyRebranding Rollout Plan
There’s nothing like a rebrand effort to make you appreciate the extent of your branded assets. Planning for the rollout of a new identity demands an accurate inventory and accounting of each and every instance of your company name, logo and colors across your portfolio. Your team must think be…
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