Growth & Expansion

A Tough Question: Brand Refresh or Rebrand?

What’s the difference between a brand refresh and a wholesale rebrand? How do you know which you need? Read on for a demystification of the difference — and tips for determining which approach is right for you.
A tricky distinction
In most people’s minds, a brand refresh is a surface-level makeover, one that…

Seven Principles for M&A Branding Success

From a business perspective, few things are as critical to get right as a major merger or acquisition — and few things are as challenging. On the long list of considerations during M&A activity, merger branding is one of the most crucial. Not getting brand right is a key reason that, according to the…

From Measurement to Improvement: An Agile Approach to Employee Engagement

Few would dispute that the world in which we live and work is changing at an extraordinary pace. In this dynamic landscape, business executives face immense pressure to not only survive – but thrive. In other words, they have to keep up with the pace while bumping up profits.

Continuous innovation is a strategy we hear…

OneSpan: Using B2B Brand Architecture to Signal a New Path

When a company makes a major strategic pivot, such as M&A or entering a different category, leadership often ponders a new name, design language, and messaging. These are all important considerations, but too often one of the most crucial underlying aspects of a customer’s experience is overlooked—the company’s brand architecture…

The Best Ways to Build Brand Affinity

From the movies we watch to the friendships we develop, loyalty is a quality that plays out in culture, life, and, of course, business. In a crowded marketplace, brand loyalty is something that many companies strive to cultivate among their customers. But what if these organizations could take the concept of brand loyalty even further…

Aligning Brand and Culture: Where Should a Company Begin?

It’s the classic chicken or egg question — which element comes first when aligning brand and culture? Leadership teams often ask us this question during transformation initiatives. While there is no one-size-fits-all answer, there are three critical questions that any leadership team must answer to understand how to begin optimizing the relationship…

Branding the Merger: The Purpose and Vision Behind the Transaction

When two companies come together, whether through a merger or an acquisition, they almost invariably rebrand to reflect the combined strengths, value proposition and vision of the new entity. But a merger or acquisition is typically a process that can last months or even a year or more. During this period, a company’s customers…

Closing the Knowledge Gap: The Unifying Power of a Corporate Brand

One logo does not always translate to one cohesive brand. One of our clients, a global management consulting firm, learned this first hand. After a series of acquisitions and internal restructuring, management was focused on creating a “one firm” mentality, hoping to create synergies across a diverse array of practice areas that would lead to…

Stronger Together: How Brand Drives M&A Success

According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…

Taking a Financial Brand from Legendary to Contemporary

Can a legendary brand be a bad thing? That was the question facing Guggenheim Partners when it set out to evaluate its long-standing brand.

A global investment and advisory firm with more than $305 billion in assets under management, Guggenheim had grown rapidly in recent years, but its legacy dates back more than a…

M&A Check-List: Top 3 Priorities for Tech Marketers

According to Dealogic, a record $962.6 billion worth of cross-border deals have been announced via 5,498 transactions so far this year. This represents a 38% increase in volume year-on-year ($696.1 billion in 2017 YTD), despite deal activity having dropped 18% over the same period (6,680 deals in 2017…

Should You Change the Company Name During a Rebrand?

The desire for a new name often comes as part of the rebranding process. When everything else is getting a refresh — a new brand strategy, updated messaging, a fresh design — the name is looked at with more scrutiny. It’s no surprise that many of our B2B branding clients consider a name change, either because…

13 Strategies to Help Your Global Brand Maintain Its Local Roots

Local businesses struggle to compete with the big conglomerates and internet businesses luring their customer base away with convenient shopping at low prices. But the local scene has made a resurgence, thanks in part to millennials who want to “shop small” and support entrepreneurs in their own backyards. In fact, nearly half of consumers in…

One World, One Brand? Branding B2B Companies in a Global Marketplace

We often hear that “the world is flat.” That capital “moves seamlessly” across borders. That we are increasingly “one global market.”  Yet when we begin a branding initiative with a global client, one of the first things we hear is that the company stands for different things in different countries – and therefore no single brand…

Five Early Warning Signs That It’s Time to Refresh Your B2B Brand

We often get asked: When should a brand be refreshed? While there are some major inflection points we can point to — a merger, a reputational crisis — in many cases the answer is not simple. However, in reviewing branding projects that DeSantis Breindel has worked on over the years, we noticed five warning signs our clients…

Do You Really Need a Tagline?

It’s increasingly common for a brand to go tagline-less, especially in B2B, where standing out among competitors that seemingly offer the same product or service requires a nuanced brand identity that often can’t be summed up in a single catchphrase. Think about it: Perhaps a tagline can sell a sneaker, but will…

For M&A Success, Put Branding in the IMO Loop

When large, complex organizations combine – whether through M&A or internal reorganization – a strong new brand can be the essential glue that holds the new entity together, both internally and in the minds of customers.

But a new brand is just one element in the successful integration of two organizations. There are myriad other…

How to Make 2017 The Year of Your Best Ideas

There is a common misconception about creativity that many of us fall victim to: you’re either born with it or you’re not.

It’s a good excuse when you are having trouble generating new ideas. Fortunately (or unfortunately depending on your vantage point), it’s just not true.

A slew of scientific research…