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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.

Streamlining a complex energy rebranding

Friday, January 18, 2019 | Ian Kaplan, Patrick Heath

Energy Industry Brand Implementation Rebranding 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…

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…

Top lessons for improving patient experience during a rebrand

Monday, January 7, 2019 | BrandActive

Healthcare Providers and Insurance Brand Implementation Marketer'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…

Understanding the impact of CapEx/OpEx on rebranding budgets

Friday, January 4, 2019 | James Burn

Marketer's Brand Implementation FAQs Rebranding Implementation Budgets Rolling 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 …

Top trends in digital branding: your guide to user-generated content

Monday, December 17, 2018 | BrandActive

Marketer's Brand Implementation FAQs Rebranding 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.…

Three reasons why AI is a rebrander’s new ally

Tuesday, December 11, 2018 | BrandActive

Rebrand Implementation Strategy Rolling 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…

Bridging the gap between Procurement and Marketing

Tuesday, December 4, 2018 | Philip Guiliano

Marketer's Brand Implementation FAQs Procurement 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…

Cost-saving process improvements that extend beyond the rebrand

Monday, December 3, 2018 | Philip Guiliano

Corporate Rebrand Implementation Rebranding 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…

Providing accurate rebranding implementation estimates using benchmarks

Monday, November 26, 2018 | BrandActive

Brand Implementation Technology & Tools Rebrand 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, …

Creating an internal procurement brand to support marketing effectiveness

Saturday, November 17, 2018 | Ian Kaplan

Corporate Rebrand Implementation Procurement 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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We are constantly thinking about the world around us.

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