Product Launch

When launching a new product, solution, or business, it’s important to determine its optimal relationship to your current brand. Can your brand cast a positive halo over the new offering, or would developing an independent brand work best?


Launching a breakthrough financial product in a highly competitive marketplace.

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If the new product represents a significant investment, and has the potential to significantly impact the company’s future, it may make sense to adapt the corporate brand to accommodate the new offering, rather than the other way around. Another consideration is how the new offering will fit within the company’s existing portfolio; for example, will the company’s current naming convention work for the new product … or should the framework be adapted or even replaced?

Some of Our Clients

Insights on Brand Launches

Should You Change the Company Name During a Rebrand? 

When everything else is getting a refresh — a new brand strategy, updated messaging, a fresh design — a company’s name is looked at with more scrutiny. Here are important criteria to evaluate before deciding to rename.

Launching a New Financial Services Brand: Behind the Scenes

We talked to Jaime Kalfus, Global Head of Brand Experience for J.P. Morgan Asset Management, about how she and her team view a successful brand launch as a journey, not a destination.

Selling a New Brand to the Sales Force

The toughest audience for your new brand may not be your long-time clients or future prospects. It may be your own sales force.