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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.

5 quick take-aways from Day One of the ProcureCon Marketing Conference

Wednesday, November 14, 2018 | Philip Guiliano

Corporate Rebrand Implementation Rebranding Implementation

While attending the annual ProcureCon Marketing Conference in San Diego this week, I’ve thought about the friction that can arise between Procurement and Marketing. Some in Marketing see Procurement as a roadblock and use sidestep maneuvers to get around their process. Others in Procurement view M…

Three questions your leadership will ask about your M&A rebrand implementation plan (and how to answer them)

Monday, November 12, 2018 | Vladimir Kacar

Corporate Rebrand Implementation M&A / Divestiture Brand Changes Marketer's Brand Implementation FAQs

One way to bring down the stress level of rebranding due to M&A activity is to prompt your leadership to ask you the hard questions about rebranding implementation as early in the process as possible—questions like these: How will you manage our rebranding implementation? How muc…

Moving the conversation to rebranding implementation

Thursday, November 1, 2018 | BrandActive

Marketer's Brand Implementation FAQs Rebranding Implementation Rolling Out Your Rebrand

When given responsibility for large-scale rebranding, a challenge you may not have 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 | BrandActive

Healthcare Providers and Insurance Brand Implementation Marketer's Brand Implementation FAQs 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 w…

3 Questions CMOs ask when rebranding (and 3 questions they don’t ask, but should)

Monday, October 15, 2018 | BrandActive

Corporate Rebrand Implementation Marketer's Brand Implementation FAQs

Our most iconic companies all rebrand, often multiple times. Take Coca-Cola, which first advertised as “Pemberton’s, the world’s greatest nerve tonic” before relying on the creative instincts and good penmanship of its bookkeeper for the name and script rendition of the original Coca-Cola lo…

How strategic rebranding implementation improves the healthcare stakeholder experience

Friday, October 5, 2018 | BrandActive

Healthcare Providers and Insurance Brand Implementation

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 | BrandActive

Brand Implementation Technology & Tools Healthcare Providers and Insurance Brand Implementation

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…

4 ways to reduce rebrand implementation costs due to a merger

Friday, August 24, 2018 | BrandActive

M&A / Divestiture Brand Changes Rebrand Implementation Strategy

Rebranding can help a business expand markets and profits. But without careful planning and stewardship, the rebrand implementation portion of the branding process could easily morph into one of those unfortunately notorious projects. You know, the kind that makes a marketer wince for years to come.…

Four ways tech firms leverage rebranding implementation to improve marketing effectiveness

Wednesday, June 20, 2018 | James Burn

Marketer's Brand Implementation FAQs Rebranding Implementation Technology Industry Brand Implementation

Following a large uptick in technology mergers, acquisitions, and rebrands over the past few years such as the split of HP, Dell/EMC, Western Digital/Hitachi and others, I found myself contemplating the complexities of these conversions. At first glance, rebranding implementation at tech companies m…

Seven tips to minimize the risks of rebranding at energy companies

Tuesday, March 27, 2018 | BrandActive

Energy Industry Brand Implementation 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…

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We are constantly thinking about the world around us.

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