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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.

How to bullet-proof your rebranding plan so nothing falls through the cracks

Wednesday, August 7, 2019 | BrandActive

Corporate Rebrand Implementation Rebrand Implementation Strategy

The decision to rebrand is a big one. It triggers a cascade of activities that must be managed carefully to fully transition your organization from one branded identity to another. Marketing tends to be in the spotlight, but implementing your rebranding plan is actually a team effort requiring coo…

7 signage best practices to make a lasting brand impression

Wednesday, July 10, 2019 | BrandActive

Signage Implementation

Signage has been around since the ancient Romans and Greeks, who used it mark their storefronts hoping to attract customers. And while your branded signage might differ from their modest stone signs with painted letters, its intent—and its importance—remains undeniable. But one thing is for sure…

4 strategies for navigating a divestiture: a marketers rebrand implementation playbook

Wednesday, April 17, 2019 | BrandActive

Corporate Rebrand Implementation M&A / Divestiture Brand Changes

From mega-companies to the middle market, businesses seem to be taking to heart what Bain & Company reported in 2017: Companies that engage in focused divestment outperform inactive companies by 15% in total shareholder return. In every industry, marketing executives are facing the need to re…

Ensure your rebranded products move smoothly around the globe

Monday, March 4, 2019 | BrandActive

Marketer's Brand Implementation FAQs

In the midst of a rebrand, you may be focused on the functional and aesthetic aspects of your product packaging and labeling. Here’s a detail you simply cannot overlook: Ensuring that your shipping boxes are properly marked according to customs regulations. Seemingly benign errors in labeling and …

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…

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, …

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.…

5 mistakes marketers can avoid when rebranding digital collateral during a merger

Wednesday, March 21, 2018 | BrandActive

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

Your transition team may be breathing a collective sigh of relief: With the brand strategy and new design approved and in hand, you’ve turned your attention to rebranding high-profile items such as signage and the website. Not that the project is close to complete, of course. Marketing still needs…

The joy of a repeatable process

Monday, September 28, 2015 | BrandActive

Rebranding Implementation Rolling Out Your Rebrand

We all know about Murphy’s Law: “Anything that can go wrong, will.” In the course of many rebrandings, we’ve uncovered a few examples. In one case, just before the grand opening of a new location—at which a new sign was to be unveiled at just the right moment—the sign vendor shipped the …

The 10-steps of a successful M&A rebranding project

Wednesday, February 11, 2015 | BrandActive

Rolling Out Your Rebrand

Given the increasingly competitive and ever-changing global marketplace, it is reasonable to expect that most branding, marketing and corporate communications professionals will be charged with implementing a rebranding project resulting from a merger or acquisition during their career. Having led t…

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