Brand Launch

When you’re launching a new product, solution or business, it’s important to determine its optimal relationship to your current B2B brand. Can your brand cast a positive halo over the new offering, or would developing an independent brand work best?

ProShares

Launching a breakthrough financial product in a highly competitive marketplace.

See the Case Study

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.