
Streamlining a complex energy rebranding
Friday, January 18, 2019 | Ian Kaplan, Patrick Heath
Energy Industry Brand ImplementationRebranding Implementation Budgets
BrandActive has unique expertise in the financial analysis, strategy, cost optimization, and logistics of global rebrand implementation programs. That’s why preeminent businesses often come to BrandActive for help during times of brand change. A recent case in point is Enbridge Our team of r…
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How companies build and conserve brand value during a rebrand
Monday, January 14, 2019 | Philip Guiliano
Blog
Ok, so depending on who you talk to, brand value can have a slew of different meanings. A CMO or CFO might look at it as something to be measured and they calculate its contribution to the company’s balance sheet. Others believe brand value is measured using market share data. Or brand value ma…
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Top lessons for improving patient experience during a rebrand
Monday, January 7, 2019 | BrandActive
Healthcare Providers and Insurance Brand ImplementationMarketer's Brand Implementation FAQs
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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Understanding the impact of CapEx/OpEx on rebranding budgets
Friday, January 4, 2019 | James Burn
Marketer's Brand Implementation FAQsRebranding Implementation BudgetsRolling Out Your Rebrand
Successfully getting the approval for a rebranding program by the board and or leadership team may depend entirely on how the costs affect fiscal-year operating income. If a CMO goes into a board meeting and proposes a multimillion dollar rebranding budget with the entire cost hitting the P & L …
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Top trends in digital branding: your guide to user-generated content
Monday, December 17, 2018 | BrandActive
Marketer's Brand Implementation FAQsRebranding Implementation
Increasingly, brands rely on digital channels to engage with customers and prospects. However, brands are seldom in charge of the messaging their audiences see on these platforms. Customers often learn about your brand through user-generated content. They form perceptions through social influencers.…
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Three reasons why AI is a rebrander’s new ally
Tuesday, December 11, 2018 | BrandActive
Rebrand Implementation StrategyRolling Out Your Rebrand
More than just a buzzword, AI is a pivotal part of realizing brand change on time and on budget. These technology tools allow project teams to streamline processes and give scenarios while computers do the heavy lifting of calculating and extrapolating scope of costs. AI is beginning to provide mark…
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Bridging the gap between Procurement and Marketing
Tuesday, December 4, 2018 | Philip Guiliano
Marketer's Brand Implementation FAQsProcurement Rebrand FAQs
According to many attendees at the recent ProcureCon Marketing Conference, Procurement has a branding problem. It’s no doubt that as marketing procurement continues to evolve – the ultimate value, mission, and partnership with the marketers and company they intend to serve is still a daily st…
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Cost-saving process improvements that extend beyond the rebrand
Monday, December 3, 2018 | Philip Guiliano
Corporate Rebrand ImplementationRebranding Implementation Budgets
At first take, now seems like the time to celebrate. Or at the least, let out a long sigh of relief, sit back and relax a bit. Your executive team has signed off on the new brand. Your peers and employees seem excited about the new strategy and design. But if you really want to hit your rebrandin…
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Providing accurate rebranding implementation estimates using benchmarks
Monday, November 26, 2018 | BrandActive
Brand Implementation Technology & ToolsRebrand Implementation Strategy
Ask anyone who has been through it: rebranding implementation is a stressful time for the people in marketing who are usually the ones responsible for making it happen. The scale of the project, which touches every branded asset, is daunting enough. Add to that the need to juggle executive demands, …
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Creating an internal procurement brand to support marketing effectiveness
Saturday, November 17, 2018 | Ian Kaplan
Corporate Rebrand ImplementationProcurement Rebrand FAQs
This week, I had the pleasure of attending ProcureCon Marketing 2018. As I fly home, I now find myself thinking the most about two presentations. Both Dianne Amidon, Senior Sourcing Category Manager, Martech and One-Intuit Strategic Partnerships at Intuit and Liz Ziegler, Senior Sourcing and Catego…
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