For clients, managing the rebrand process can be both a challenge and an opportunity. It’s a challenge if the process, roles, and responsibilities are not clearly defined. A lack of planning will likely result in poor decisions, delays, and even
Unfortunately, not all brands live forever. Some simply die from natural causes. They become too old, too feeble, and just can’t manage to stand on their own two feet. Like Sears. Other brands were just too short-sighted and their products
It’s easy to overlook some of the most common hidden costs of a rebrand. And those hidden costs don’t fully reveal themselves until they quickly become reality. Knowing about them and planning for them in advance will help reduce the
Brand Governance Will Put Your Fears to Rest Brand governance is one of those terms that evoke images of the brand police. It suggests a policy of strict rules, regulations, and standards that beat brands into submission. Plus the fear
Is a Brand Plan in Your Plan? Most organizations have already done their plans before the beginning of the year. But it is never too late if you haven’t. Either way, January is a good month to revisit your plans
6 Benefits to Small Businesses Brand Architecture Brand Portfolio management isn’t just for Fortune 500 companies. Companies like Proctor and Gamble need a sophisticated portfolio strategy to manage the breadth of their products. Corporations like Apple, GE, FedEx, and many
Don’t Let Brand Standards Stifle Your Creativity Are Standards Too Restrictive? Brand standards are one of the cornerstones of good brand management. They are the repository of the principles that guide application. But they are more than the rules around
Keep Your Brand At Peak Performance Brands, like people, need a health check ever so often. Keeping them at peak performance requires constant attention and care. A good brand management practice is to conduct a health check one year after
Good brand recognition translates right down to the bottom line. What Is Brand Recognition? Brand Recognition is a measure of how well customers can identify a particular brand against other brands in their category. Visual and verbal expression contribute to
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