How to lay the groundwork now for your next M&A-driven rebrand — and improve your ROI in the process
Sunday, June 7, 2020 | Andy Pollock, Nicole Kemp
Brand and Marketing OperationsM&A / Divestiture Brand ChangesRebrand Implementation Strategy
If your organization is actively acquisitive — or if you plan to pursue an acquisition in the not-too-distant future — then the time to start preparing for an M&A-driven rebrand is now. Of course, you can’t yet run detailed rebranding scenarios. Those specifics haven’t yet materialized. …
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The four types of tools behind every rebrand
Monday, June 1, 2020 | BrandActive
Brand Implementation Technology & ToolsCorporate Rebrand Implementation
Successfully implementing a major rebrand is no small feat. To do it well, you will need to have the right team in place. But that’s not all: You will also need to assemble the right set of tools to help you analyze, plan, track, and manage your rebrand implementation process. While there are m…
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Rebranding? Here are the top five ways to gain efficiency and save money
Friday, May 29, 2020 | Eniana Vrenozaj
Rebranding Implementation Budgets
Rebranding represents an enormous commitment of time, energy, and resources. As a result, marketers must find ways to maximize their budgets and do more with less — even when the benefits of brand change are clear. That’s true whether the economy is soaring or budgets are being slashed. But in d…
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A marketer’s guide to adapting in a downturn: key lessons from the 2008 Recession
Tuesday, May 26, 2020 | BrandActive
Marketer's Brand Implementation FAQs
Everywhere you look you see companies whose fortunes were changed by the financial crisis of 2007 and the Great Recession that followed. What lessons do their experiences hold for marketers today? Back then, banks became smaller and more focused on the communities they serve. Both Airbnb and Uber…
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How to develop an accurate rebranding budget in two key phases
Monday, May 18, 2020 | Adrea Fink
Marketer's Brand Implementation FAQsRebranding Implementation BudgetsRolling Out Your Rebrand
If your company is considering a rebrand, you probably already have a strong idea of what you hope to achieve from the transition. Whether you’re headed toward a merger or simply ready to update your organization’s brand to reflect your current positioning, you already have a firm handle on your…
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3 key tactics for adapting your business due to changing consumer attitudes
Wednesday, May 13, 2020 | BrandActive
Marketer's Brand Implementation FAQs
Right now, consumers are facing a world no one has ever seen before. As a result, what they value most is changing before our eyes. And businesses are under great economic strain. How can your marketing efforts boost your relevance to consumers post-crisis? And how can you prepare to do more wit…
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New name, new challenges: how to successfully pull off a rebrand with a name change
Wednesday, May 13, 2020 | Kavya Paul
Corporate Rebrand Implementation
If your firm is rebranding, chances are good that you may also be planning a name change. Maybe your firm is involved in a merger or a spinoff. Perhaps you’re contending with legal issues that necessitate a new name. Or it could simply be that your firm needs to reposition itself in the market. Wh…
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Untapped potential: Study reveals how financial service firms need to evolve brand governance
Monday, May 4, 2020 | Nicole Kemp
Brand and Marketing OperationsFinancial Services Brand Implementation
Increasingly, executive leaders are talking up the need for operational brand governance to drive growth, efficiency, and improved financial results. Yet many organizations, especially more traditional financial services institutions with a B2B focus, don’t have a clear understanding …
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Recalibrating your rebrand initiative in a time of disruption
Friday, May 1, 2020 | James Burn
In The NewsMarketer's Brand Implementation FAQs
This article first appeared on Forbes. Despite the challenges of operating during a global pandemic, there will always be initiatives that organizations must advance — a planned rebrand, an acquisition, a split, an operation to strengthen market positioning, etc. The strategic intent of the ini…
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Beyond the lockdown: Changes in consumer attitudes and business realities that marketers need to address now
Wednesday, April 29, 2020 | BrandActive
Marketer's Brand Implementation FAQs
Perspectives from economist and mutual fund titan Mark Bonham and WPP’s former EVP and M&A guru, Andrew Hall, moderated by Philip Guiliano, Partner, BrandActive As we begin to see a path out of lockdown, how will this experience have changed what consumers value? W…
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