To refresh a brand or take on a total brand transformation – that is the challenge many businesses face. In this week’s episode of Branding Business, RiechesBaird President Ray Baird sits down with Pegasystems CMO, Grant Johnson to explore the steps companies must take when they are going through an initial branding or rebranding effort. For more than 20 years, Johnson has worked with various companies on their rebranding strategies including his time with FileNet (purchased by IBM), FrontBridge (purchased by Microsoft) and in his current position at Pegasystems.
Grant Johnson Details The 3 Phases Companies Must Go Through When Considering a Brand Refresh or Brand Transformation:
- Phase 1: Brand Assessment
- Phase 2: Brand Development
- Phase 3: Brand Execution
Podcast: Play in new window | Download (Duration: 18:34 — 6.4MB)
Hi I was wondering if someone could help me
I invented a drink and would like to brand the
recipe and name. How do I do that?
Thank You
Lydia Gajeski
Lydia Gajeski on 06.27.12 at 10:28 amLydia -
Ryan Rieches on 07.06.12 at 4:27 pmThere are many things to consider when you go about launching a new brand. I think it would be better if you gave us a call directly so we can discuss and see if we could be of any help.