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.

4 healthcare marketing best practices from top CMOs

Thursday, October 10, 2019 | Philip Guiliano

Advice to Marketing Executives Healthcare Rebrand Implementation

Sometimes, work really is its own reward. I had the privilege of organizing and moderating a panel of healthcare CMOs at the recent Society for Health Care Strategy & Market Development (SHSMD) conference, and the entire experience—from panel preparation to on-stage delivery—was a joy. …

5 tips to get the full ROI from your energy company’s rebrand

Monday, September 9, 2019 | Philip Guiliano

Branded Asset Change Corporate Rebranding Implementation Energy Company Rebranding Rebranding Implementation

Regardless of what prompts your energy company to rebrand, one thing is certain: doing so will be both complicated and costly. Key stakeholders at your company (and the market) will watch closely to see if the rebrand is carried out on budget and on time. Chances are, they will also be looking for e…

6 tips to successfully rebrand your manufacturing company

Wednesday, July 17, 2019 | Philip Guiliano

Manufacturing Rebranding Rebrand Implementation Strategy Rebranding Rollout Plan

All rebrands are complicated. But let’s face it: When it comes to implementing rebranding at manufacturing companies, the level of complexity skyrockets. And while the usual rebranding tips apply, they aren't enough. Manufacturing itself is a complex, often decentralized business, including lon…

How companies build and conserve brand value during a rebrand

Monday, January 14, 2019 | Philip Guiliano

Branded Asset Change Minimize Rebrand Risk

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…

Bridging the gap between Procurement and Marketing

Tuesday, December 4, 2018 | Philip Guiliano

Advice to Marketing Executives Procurement

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 Rebranding Implementation Financial Management of Rebranding 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…

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

Wednesday, November 14, 2018 | Philip Guiliano

Corporate Rebranding 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 risks of healthcare rebranding implementation and how to mitigate them

Wednesday, February 7, 2018 | Philip Guiliano

Healthcare Rebrand Implementation Minimize Rebrand Risk Rebrand Implementation Strategy

Seven years ago, a hospital system with dozens of hospitals and hundreds of facilities embarked on a rebranding. Leadership had approached the initiative after what they believed was careful planning through their agency partner. So, they felt confident their healthcare rebranding would unify their …

To upgrade or not to upgrade

Wednesday, February 1, 2017 | Philip Guiliano

Minimize Rebrand Risk Rebranding Implementation

When we work with clients during a rebranding, we often evaluate three different approaches, each with increasing cost and impact: “bronze,” “silver,” and “gold.” But you probably wonder: How often does a client choose just one of these options for all branded assets? Almost never. An…

Taking the risk out of rebranding logistics

Thursday, August 20, 2015 | Philip Guiliano

Logistics of Rebranding Implementation Minimize Rebrand Risk Rebranding Rollout Plan

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…

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We are constantly thinking about the world around us.

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