10 critical steps to implementing a rebrand in the financial services sector
Thursday, December 12, 2019 | BrandActive
Financial Sector RebrandingRebrand Implementation Strategy
From global powerhouses to middle-market players, financial services companies are pushing the boundaries of their existing business models to achieve growth. According to McKinsey’s report “The last pit stop? Time for bold late-cycle moves” (October 2019) smart strategies include investments …
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The marketer’s case for a rebranding agency partner
Monday, December 9, 2019 | Andy Pollock
Advice to Marketing ExecutivesRebrand Implementation Strategy
Let’s say you’re in the process of considering a rebrand for your organization, but you aren’t sure how to justify the expense to the C-suite. Or maybe your executive team has already signed on for brand change, and now they’re looking at you to make it happen. What’s your next move? If…
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Marketing procurement: optimizing the ecosystem
Wednesday, December 4, 2019 | Philip Guiliano
Advice to Marketing ExecutivesProcurement
The following statement no longer represents a theoretical destination – it’s time has arrived.
The Marketing, Procurement, and Finance functions are wholly reinventing how they work with each other. It’s changing where the “power” and influence on value lies and what they expect of the…
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4 tips for successfully rebranding a telecommunications company
Monday, November 18, 2019 | Eniana Vrenozaj
Corporate Rebranding ImplementationRebrand Implementation Strategy
Telecommunications companies are large and complex, with branding that manifests itself broadly in the marketplace. From storefronts to apps, from products to vehicle fleets, telecommunications companies are strikingly visible in both the physical and digital realm. Competition within the space is f…
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Rebrand implementation: what the details demand
Wednesday, November 13, 2019 | BrandActive
Financial Sector RebrandingIn The News
Featured in ABA Bank Marketing - According a recent study, organizations routinely spend 20 to 50 times the cost of brand development to fully implement and introduce their brand to the market. It’s no small task. Brand implementation firm BrandActive estimates that the scope of a typical financi…
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Get your house in order: tuning in to the operational side of brand governance
Wednesday, November 13, 2019 | Philip Guiliano
Advice to Marketing ExecutivesBrand and Marketing Operations
Today, every marketing executive is being asked to do more with the money they are allocated – if not more for less. And, on top of this, it’s your responsibility to build your organization’s brand value by ensuring it is used consistently, effectively, and efficiently. As you know, that can b…
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Inside out: how brand consistency begins inside your organization during a rebrand
Monday, November 4, 2019 | Kavya Paul
Branded Asset ChangeRebranding Rollout Plan
For many organizations, maintaining brand consistency is a struggle under normal conditions. It’s never an easy task, but it inevitably grows much more challenging during a rebrand. Rebrands aren’t business as usual. Companies in the thick of a rebrand must adopt new brand guidelines as seamless…
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Top priorities for software companies navigating a rebrand
Friday, November 1, 2019 | Eli Greenspan
Rebranding ImplementationTechnology Rebranding
Software companies that opt to pursue a rebrand have a unique set of logistics to consider when crafting their rebranding strategies. In some ways, their rebranding process is streamlined compared with organizations in other industries, such as consumer goods brands, manufacturing companies – and …
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How to secure executive approval of your corporate rebranding plan
Friday, October 25, 2019 | Philip Guiliano
Corporate Rebranding ImplementationRebrand Implementation Strategy
Corporate rebranding is a big decision. And once it’s made, as a marketing leader it will fall to you to make it happen. That holds whether you were advocating for the change as a way to seize new growth opportunities through repositioning, or if your organization is rebranding to respond to an M&…
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Addressing the unique demands of a manufacturing rebrand while building brand value
Wednesday, October 16, 2019 | Patrick Heath
Manufacturing RebrandingMinimize Rebrand Risk
People often say that timing is everything. That’s certainly true when you are rebranding a manufacturing company. To start, a manufacturing rebranding tends to be a longer-than-average process, one that reflects greater-than-average complexity. This is because manufacturing companies have so m…
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