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How to navigate a rebrand for a merger of equals

…of equals, companies have the chance to learn from each other, improve processes and capture efficiencies. For example, during the rebrand, companies can compare notes and rationalize assets, vendors, and…

What’s the cost of managing multiple brands under one corporate umbrella?

For brand managers, the aftermath of a merger or acquisition, strategy change, or company repositioning comes with a massive suite of decisions that need to be made. Will all legacy…

Reach your audience where they are: How to roll out a digital-first rebrand

…use a search engine to find you, follow you on social media, or access your products and services via a partner channel, they’ll expect your brand to deliver a consistent…

It takes a village to roll out a rebrand: 5 allies you need on your side

…requires a substantial budget and focused effort. Download a cheat sheet of the essential steps. Download now Your CFO is responsible for allocating your organization’s financial assets wisely and judiciously….

Gearing up to rebrand your fleet? 5 strategies to fuel your implementation plan

…testing and prototyping, and make recommendations about how to handle various scenarios. That way you can chart out your project’s scope in an accurate and informed manner. 2. Compile a…

Ask The Experts: How to protect the integrity of your new brand, now and into the future

…important to consider right from the project outset. “One of the first questions of infrastructure is determining the right level of centralized control for decentralized execution,” Philip commented. How much…

Rising to the new challenges of M&A rebranding in 2021

…looking to expand—the avalanche of tech mergers are prime examples of this, as is the recent announcement of the $7B M&T Bank/People’s United Bank combination. Other companies are striving to…

How technology is driving smarter rebrands

…attest, rebrand implementation is incredibly complex. In order to effectively manage the process, companies must oversee a plethora of details, moving parts, and individual players. And they must do so…

Providing accurate rebranding implementation estimates using benchmarks

…such as the size and composition of the labor force required to execute brand change. Benchmarks inform four key decision-making components of a project: Understand the probable scope of the…

Rebranding budgets: a CMO’s blind spot

Our competitive global economy — ripe for major transactions including mergers, acquisitions, splits, spin-offs and affiliations — means every chief marketer can expect to manage a complex, large-scale rebranding at…