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 processes, and rolling out a new identity across a maze of sites, teams, and systems. All without missing a beat in business.
The Realities of Multi-Site Brand Transformations
Rolling out a new brand across hundreds, or even thousands, of sites is one of the most complex initiatives an organization can undertake. It requires a blend of strategic vision and operational discipline, all while keeping day-to-day business moving forward. Unlike a marketing campaign or a website redesign, multi-site brand implementation lives in the real world: on buildings, uniforms, vehicles, packaging, equipment, and more.
But the true challenge lies beneath the surface. Behind every updated sign or newly wrapped truck is a cross-functional effort involving facilities, IT, HR, legal, and supply chain, each with its own priorities and timelines. Add in decentralized operations, legacy systems, and a patchwork of regional vendors, and the risk of inconsistency or delays grows exponentially.
What’s more, successful implementation isn’t just about logistics. It’s about people. Employees need to understand the why behind the change and feel empowered to carry the brand forward. That’s why governance, communication, and change management are just as critical as vendor coordination and asset tracking.
We’ve guided dozens of organizations through these transformations. We know that no two rebrands are the same and the right approach can make all the difference. The stories of Baker Hughes and Pfizer offer a window into how clarity, planning, and partnership turn complexity into momentum.
Baker Hughes: Rebranding a Global Energy Powerhouse
When Baker Hughes separated from GE, it faced a brand transformation of massive scale. And business couldn’t stop while signs changed and trucks got repainted.
The Challenge
900+ Sites Worldwide
From Houston to Abu Dhabi, every location needed to shift from a host of legacy brands that included legacy Baker Hughes, GE Oil & Gas, and dozens of other sub-brands to a new, standalone Baker Hughes brand.
Lean Team, High Stakes
With limited internal resources, the team had to carefully prioritize efforts while ensuring zero disruption to daily operations throughout the transition.
More Than a Logo
The rebrand touched everything: signage, fleet, uniforms, packaging, IT systems. Even the smallest assets, such as laser etching on drill bits, had to be updated.
How BrandActive Helped
Global Strategy
We crafted a rebranding roadmap, complete with asset inventories, priority tiers, and vendor plans.
Project Management on the Ground
In-the-field and remote support to keep efforts coordinated, on schedule, and within budget.
Guided the Human Side of Change
Through change management, we helped align internal teams and smooth the transition.
The Outcome
- A successful brand launch across all locations
- 550+ data sheets
- 140 workgroup planning sessions
- 125 cross-functional workgroup members
- For launch in 7 weeks, we rebranded signage at 11 global locations (including an arena) and created and distributed pop-up banners, flags, and other graphics for 20 more global locations.
- Business continuity maintained with no major hiccups
- A workforce that felt informed, included, and aligned
Pfizer: Achieving Clarity in a Complex Organization
For Pfizer, brand implementation was an opportunity to unify and energize the organization at a pivotal moment in its history.
As the company prepared to launch its groundbreaking COVID-19 vaccine, the need for a cohesive and inspiring brand presence was more critical than ever.
With a global footprint and a complex matrixed structure, aligning internal teams and messaging posed unique challenges, along with a powerful chance to reinforce Pfizer’s purpose on a world stage. The brand transformation became a catalyst for internal clarity and renewed focus.
The Challenge
A Historic Moment in the Spotlight
The brand transformation coincided with the global launch of Pfizer’s COVID-19 vaccine, amplifying the need for a unified and inspiring brand presence.
A Vast and Diverse Organization
With teams operating across geographies and functions, ensuring brand consistency within a matrixed structure required thoughtful coordination.
Confidentiality
Sensitive information had to be carefully managed, limiting early access and requiring a highly strategic rollout.
Rapid Change and Internal Shifts
Amid ongoing organizational changes and restructuring, the brand rollout needed to maintain momentum while supporting employee engagement and morale.
How BrandActive Helped
Deep Communication Assessment
We mapped out the most effective channels to reach internal audiences.
A Vendor Strategy to Reduce Costs
To ensure a cost-efficient global rollout, we led a robust RFP process that evaluated vendor capabilities across regions. This strategic sourcing approach, including a tailored mix of global and regional partners, resulted in 50% cost avoidance on signage.
In addition, we developed a tiered signage standards system that allowed flexibility in quality levels, ensuring brand integrity while supporting budget management across varying site types.
Fast-Tracked Execution Where It Mattered Most
We prioritized visibility and impact, successfully implementing exterior signage across Pfizer’s top 100 global sites within the first year of launch. This immediate brand presence helped create cohesion and energy during a critical period for the organization.
Clear Messaging and a Targeted Rollout Plan
Key messages were crafted with sensitivity to organizational dynamics and stakeholder priorities.
Stakeholder Engagement
We leveraged proven change management strategies to drive buy-in and reduce friction.
Flexible, Responsive Execution
As Pfizer evolved, so did our approach, helping them stay on track no matter the changes.
The Outcome
- Clarity and unity across departments and regions
- Streamlined communications with the right people, at the right time
- Higher employee engagement and confidence in the brand
- A successful global rollout in all its complexity
Big Picture: Why Brand Implementation Matters
If you’re leading a brand transformation across multiple sites, you already know the stakes are high. Coordinating efforts across regions, departments, and vendors, while keeping your teams aligned and operations running smoothly, is no small task. That’s where we come in.
At BrandActive, we help organizations like yours bring brand change to life at scale. Whether you’re managing a rebrand across 50 locations or 5,000, we provide the structure, expertise, and support to make it happen efficiently, consistently, and with minimal disruption. Our work with companies like Baker Hughes and Pfizer shows that with the right strategy, governance, and partnership, even the most complex rollouts can be executed with clarity and confidence.
Looking Ahead
Whether you’re managing a spin-off, post-merger integration, or brand refresh, the lessons from Baker Hughes and Pfizer apply:
- Start with strategy
- Engage stakeholders early
- Plan for the unexpected
- Keep people at the center
And if you have questions or need a partner to help make it all happen, we’re here.
