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.

The client asks: How much will the rebrand cost? Do you know the answer?

Monday, May 13, 2019 | Andy Pollock

Corporate Rebranding Implementation Financial Management of Rebranding 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…

4 ways to stay ahead of the rebrand curve in a merger or acquisition

Friday, April 5, 2019 | Andy Pollock

Divestiture M&A Brand Change Rebrand 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 …

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…

Top lessons for improving patient experience during a rebrand

Monday, January 7, 2019 | Andy Pollock

Advice to Marketing Executives Healthcare Rebrand Implementation Rebranding 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…

Moving the conversation to rebranding implementation

Thursday, November 1, 2018 | Andy Pollock

Advice to Marketing Executives Rebranding Implementation Rebranding 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…

The state of healthcare marketing, from cupcakes to storytelling and digital engagement

Wednesday, October 31, 2018 | Andy Pollock

Advice to Marketing Executives Healthcare Rebrand Implementation Rebranding 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…

How strategic rebranding implementation improves the healthcare stakeholder experience

Friday, October 5, 2018 | Andy Pollock

Healthcare Rebrand Implementation Rebranding 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…

How access to marketing benchmarks improves healthcare marketing

Monday, October 1, 2018 | Andy Pollock

Healthcare Rebrand Implementation Logistics of Rebranding Implementation Rebranding 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…

Seven tips to minimize the risks of rebranding at energy companies

Tuesday, March 27, 2018 | Andy Pollock

Energy Company Rebranding Minimize Rebrand Risk Rebranding 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…

The rollout: elements of a successful implementation strategy

Tuesday, June 6, 2017 | Andy Pollock

Branded Asset Change Rebrand Implementation Strategy Rebranding 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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We are constantly thinking about the world around us.

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