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.

Health insurance: rebranding for clarity

Monday, October 26, 2015 | Andy Pollock

Healthcare Providers and Insurance Brand Implementation Rebrand Implementation Strategy Rolling Out Your Rebrand

With the flood of change in healthcare today, you could forgive consumers if they cited “confusion” rather than “clarity” to describe how they feel about the future of their insurance coverage. With the constant reshaping of plans and programs, patients easily get disoriented, whether before…

The joy of a repeatable process

Monday, September 28, 2015 | BrandActive

Rebranding Implementation Rolling Out Your Rebrand

We all know about Murphy’s Law: “Anything that can go wrong, will.” In the course of many rebrandings, we’ve uncovered a few examples. In one case, just before the grand opening of a new location—at which a new sign was to be unveiled at just the right moment—the sign vendor shipped the …

Taking the risk out of rebranding logistics

Thursday, August 20, 2015 | Philip Guiliano

Rolling Out Your Rebrand

At its core, logistics is the careful planning towards anticipated outcomes, as well as the resolve and experience to still achieve those outcomes when the unexpected occurs. Given this is a piece about risk, lets dispose the first part of that definition referring to the ideal projects where perfec…

The logistics of rebranding rollouts

Thursday, July 2, 2015 | Philip Guiliano

Corporate Rebrand Implementation Rolling Out Your Rebrand

How does a global company roll out “the next new thing?” Deploy it in hundreds of offices? In dozens of countries? To legions of employees? To thousands of customers and prospects? These days, corporations rely on analytics and sophisticated logistics that drive thousands of point decisions in p…

Translating high level strategy into data-driven action

Wednesday, April 1, 2015 | James Burn

Rebrand Implementation Strategy

When architects create a conceptual design for a structure, they talk with clients, take a few measurements, and come up with a floor plan that documents a grand strategy. But the initial plan, even once approved, remains pie in the sky until a host of added data and additional measurements are obta…

The 10-steps of a successful M&A rebranding project

Wednesday, February 11, 2015 | BrandActive

Rolling Out Your Rebrand

Given the increasingly competitive and ever-changing global marketplace, it is reasonable to expect that most branding, marketing and corporate communications professionals will be charged with implementing a rebranding project resulting from a merger or acquisition during their career. Having led t…

Brand unification signals a new era of network collaboration for The University of Vermont Health Network

Wednesday, December 3, 2014 | Philip Guiliano

Healthcare Providers and Insurance Brand Implementation Rebranding Implementation

November 12, 2014 marks the official launch of The University of Vermont Health Network brand. The four hospitals that made up Fletcher Allen Partners have been working together for the last three years to improve patient care and operations. Giving the network a unifying name that emphasizes its ac…

Patient experience: a strategic priority for today’s healthcare providers

Wednesday, October 22, 2014 | Andy Pollock

Healthcare Providers and Insurance Brand Implementation Rebrand Implementation Strategy

Last week I had the chance to engage with many of North America’s most respected healthcare marketing leaders, at the 2014 Society for Healthcare Strategy & Market Development (SHSMD) conference in San Diego, CA. ‘Patient experience’ was a hot topic and a focus of many conference sessions.…

Lessons from rebranding a berkshire hathaway consumer business

Wednesday, September 24, 2014 | James Burn

Corporate Rebrand Implementation Rebranding Implementation

Marketing executives charged with managing a company-wide brand transition know that the journey from project start to new brand launch can feel like a roller coaster ride. Corporate rebranding is a risky venture because it impacts a company’s reputation, its brand value, its employees and custome…

The million-dollar rebranding question most often asked by CMOs

Thursday, September 11, 2014 | Philip Guiliano

Corporate Rebrand Implementation Marketer's Brand Implementation FAQs Rebranding Implementation Budgets

My phone rings, and on the line is a Chief Marketing Officer (CMO) tasked with leading a corporate rebranding initiative. The CMO is asking the Million-Dollar Question: “How much is our rebranding project going to cost?” The question typically arises during the CMO’s due diligence process befo…

Pages: First Page1234567891011121314151617181920212223Last Page

We are constantly thinking about the world around us.

Filter By Type

Filter By Topic

Filter By Author

Filter By Year