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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.

Wayfinding Starts Before They Arrive

BrandActive

Rebrand Implementation Strategy

Most wayfinding programs begin at the front door. But real navigation starts long before that - on your website, in a confirmation email, or even in a Google search. Whether you’re a hospital, university, or airport, that first interaction is where orientation truly begins. In this blog, we unc…

Navigating Multi-Site Brand Transformations: Inside BrandActive’s Work with Baker Hughes and Pfizer

BrandActive

Rebrand Implementation Strategy Rolling out your rebrand Successful rebrand examples and trends

In a world where companies evolve faster than ever, what does it really take to bring a new brand to life across hundreds, even thousands, of locations? For global giants like Baker Hughes and Pfizer, brand transformation isn’t just about changing a logo. It’s about rallying people, aligning …

Building a meaningful healthcare brand identity through mergers and acquisitions: Lessons from Virtua Health

BrandActive

Impending rebrand Joining multiple brands under an M&A Rebrand Implementation Strategy Successful rebrand examples and trends

When two healthcare systems join forces, the opportunity extends far beyond the boardroom. The true potential of a merger lies in its ability to transform patient care, creating a stronger, more unified healthcare experience for the communities these institutions serve A large part of that journe…

Signage solutions: The role of hospital wayfinding in enhancing visitor and patient experience

Vivien Lin, Jon Levy

Rebrand Implementation Strategy Rolling out your rebrand

While often overlooked, wayfinding can have a real and tangible impact on a hospital’s bottom line. For visitors of virtually every type, a hospital trip usually coincides with a period of stress. When patients arrive at a hospital and can’t easily find the clinic or office they’re looking …

Marketing’s strategic role in M&A: Unlocking value in the rebrand

Philip Guiliano

M&A / divestiture brand changes Rebrand Implementation Strategy

M&A activity exploded by 30% in the first five months of 2024, ushering in a period of significant corporate consolidation. Major deals, such as Chevron’s proposed $53 billion acquisition of Hess and Paramount’s planned merger with Skydance, underscore the magnitude of change and opportunity…

What’s the cost of managing multiple brands under one corporate umbrella?

BrandActive

Brand inconsistency Impending rebrand Joining multiple brands under an M&A Rebrand Implementation Strategy

For brand managers, the aftermath of a merger or acquisition, strategy change, or company repositioning comes with a massive suite of decisions that need to be made. Will all legacy brands be converted? Will one or more of the brands be discontinued? Or will all the various brands continue to exist …

Accelerate or pause: Maximize your rebrand after a merger

BrandActive

M&A / divestiture brand changes Rebrand Implementation Strategy Rolling out your rebrand

Implementing a rebrand after a merger is always a big deal. When the merger involves two brands with added layers of legal regulatory considerations, things can begin to feel like an overwhelming cascade of moving parts. When brand teams find themselves in this scenario, the strategy is often to …

Raising the curtain on your global rebrand strategy? Weigh the pros and cons of a “big bang” brand launch.

Patrick Heath, Jo Clarke, Eli Greenspan

Brand inconsistency Converting a wide variety of assets Creating a realistic timeline Rebrand Implementation Strategy Rolling out your rebrand

Rebranding is a milestone event that has the potential to radically transform how your employees and stakeholders perceive your organization. And whether you’re simply refreshing your visual identity or fundamentally altering your brand’s DNA, you only have one opportunity to make a good first i…

3 best practices to maintain trust with your audience during a B2C rebrand

Ian Doubleday

Marketing and Brand Operations Rebrand Implementation Strategy Rolling out your rebrand

It goes without saying that your customers are the lifeblood of your business. It’s essential to maintain and deepen their loyalty to and trust in your brand to meet your long-term growth and revenue targets. When your company’s strategic vision has led to the decision to rebrand, you must do…

Reduce confusion during your rebrand with these 3 change management principles

Heather Jones

Marketing and Brand Operations Rebrand Implementation Strategy Rolling out your rebrand

If a rebrand is on the horizon for your organization, you may already be thinking about the tactical details involved in rolling it out. While those details are critical, it’s just as important to consider the impact the process of implementation will have on your internal and external audiences. …

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We are constantly thinking about the world around us.

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