The time constraints of brand change

The time constraints of brand change


Philip Guiliano

The old saying that “timing is everything” couldn’t be more true when talking about branding. The desire to change brands can be the end result of an acquisition, merger, or another fundamental change in an organization’s business or goals for their business. These changes can happen suddenly and the timetable to change the brand name and reshape the brand’s goals can be a daunting challenge, especially when faced with strict deadlines.

The creation of Toronto Hydro involved six different utility companies combining to create the second largest municipal distribution utility in North America. After the new brand was approved, Toronto Hydro had a mere four weeks to launch. With such a difficult task at hand, Toronto Hydro hired BrandActive to assist them with the launch of their new brand. We helped design a uniform brand strategy for all of Toronto Hydro’s fleet, scoped, planned, managed and executed launch and roll-out across all branded assets, and created a new billing statement. Our work helped Toronto Hydro launch successfully under an extreme set of circumstances and time restraints. If you are looking for the best quality brand consulting that a branding firm can offer, check out BrandActive today!

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