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With mergers and acquisitions constantly in the news, the question often arises -- what is the best way to brand a newly merged or acquired business? This post explores 5 important things to consider when faced with this predicament.
Creating a well-defined SOW (Scope of Work) is paramount to success when entering in to a branding or rebranding project. Without clearly identified goals, deliverables, teams, your brand strategy is bound to fail not to mention the money and time wasted....
For people looking for a decent PC at a good price, Dell was for many years the obvious choice. But for the last decade, Dell has faced increased competition and is now caught in a pincer. How can...
Part three of a three-part series on the rebranding of American Airlines, this post explores the journey this airline has taken to get where it is today and looks at the flight patterns of other airline...
This is the first installment of a two-part blog on the rebranding of American Airlines. This first part explores what the critics have to say and my own opinions related to name and design.
AIG has served as the classic story of a brand that took on a rebranding effort in the face of crisis. From AIG to Chartis back to AIG. Was this the right move to make? This post explores the reasoning.
One of the first components of a successful branding or rebranding effort is choosing the internal team who will take ownership of the branding strategy and help guide the process. This is your brand steering committee. Follow these rules to determine the...
At one time or another, companies think about or embark on a rebranding initiative. Some rebranding efforts nail it on the head while others fail miserably. Take a look at the rebranding strategies of apple, FedEx, GE and others....
Mergers happen for many reasons such as access to new markets, product diversification and more. But, in spite of the many promises mergers may hold, many fail due to cultural differences and failure to integrate. Here are some secrets for...
As companies evolve and grow, it's common for them to rebrand themselves. But what things should you consider if you are renaming an established, successful brand?
All too often companies enter into a rebranding initiative rebranding initiative only to come out with battle wounds, unfinished work and personal defeat. While these experiences can be extremely painful, they can often provide learning that can be helpful. Since branding is part science and...
