Brand launch and implementation blog

Filter on topic

Filter on category

Rebranding for future growth

December 4, 2023

20231204

Danielle Ruess-Saltz, a global marketing leader,. illuminates the influence brand can have on investor and customer perceptions

THOUGHT

Brand Gravity Podcast: Mastering Brand Implementation

November 9, 2023

20231109

Darren joins Kay Putnam to talk about mastering brand implementation on the Brand Gravity podcast. They delve into common underestimations of rebranding and important strategies to consider as companies navigate change internally and externally.

plan, build, manage, launch & rollout, timelines, employee engagement, celebrations

THOUGHT

5 critical steps to ensure your acquisition is brand-ready

October 25, 2023

20231025

Planning for an acquisition is much like planning for a rebrand given the degree of organizational change and importance of bringing people along. Will you be prepared by the time the deal closes?

THOUGHT

Manage Smarter Podcast: Branding and Rebranding

September 26, 2023

20230926

Audrey Strong and Lee Smith host Darren on the Manage Smarter podcast, a fast-paced and humorous discussion of the challenges facing managers from the front lines to the C‑Suite. This short discussion covers a number of topics around rebranding and brand implementation.

plan, build, manage, launch & rollout, timelines, employee engagement, celebrations

THOUGHT

Planning for large-scale brand transformation

August 28, 2023

20230828

Liz Olson is a brand and marketing leader with over 20 years invested in answering the question, “What makes a great brand?”

THOUGHT

Socializing the brand implementation plan early

June 21, 2023

20230621

Ron Brissette is a Director at Slalom, a purpose-led, global business and technology consulting company. Ron has worked on several rebrands on the client side and agency side. During our conversation, Ron discussed how his past experience encouraged him to refine his approach to brand implantation.

THOUGHT

Building a transformational brand

May 3, 2023

20230503

Mark Gromek is the Chief Marketing & Underwriting Officer for Builders, a regional leader in property and casualty insurance and trusted partner for builders and small businesses of all kinds since 1992.

THOUGHT

Understanding the entirety of a healthcare rebrand

March 6, 2023

20230306

Being a part of planning four healthcare rebrands, we asked Ryan Perkins to, "Tell Us About Your Rebrand," learning about the go or no-go decisions he was able to make by understanding the detailed nature of brand implementation.

THOUGHT

Using past experience to expedite GE HealthCare's rebrand planning

March 3, 2023

20230303

Having just completed the implementation plan for GE Aviation, we created an implementation hypothesis inclusive of prioritized workstreams and timing as well as resourcing recommendations.

THOUGHT

Protect the brand you’ve worked so hard to build

January 17, 2023

20230117

Regardless of your brand’s tenure, it’s important to think about what it needs to be successful inside and outside of your organization. This doesn’t mean a rebrand is necessary. At TenTen, we believe there is a lot you can do to protect your existing brand.

THOUGHT

Celebrating 100 Rebrand Plans

October 10, 2022

20221010

We did it! 100 clients across industries, 100 brand changes and 100 success stories.

THOUGHT

Deconstructing the masterbrand strategy

August 30, 2022

20220830

For years, organizations have been following the trend of adopting a Masterbrand strategy. However, the opposite trend is starting to gain momentum.

THOUGHT

Communicating with employees isn’t a one-way street

July 19, 2022

20220719

How do you encourage employees to listen, learn and care about what leadership has to say about brand change? Read our conversation with Kerri Warner, Global Head of Leadership Development & Engagement at Mastercard to learn about her approach to employee engagement.

build, manage, employee engagement

THOUGHT

What Kellogg’s should be thinking about as they split into three companies

July 14, 2022

20220714

Starting with a sound business strategy is always paramount, but what does this mean for the pending new brands? Given that we geek out on brand change, here are the top 3 things Kellogg’s should be considering as they launch and implement their new brands.

plan, launch & rollout, resourcing, timelines, budgeting, employee engagement

THOUGHT

Why financial services brands are changing in a world of fintech

June 27, 2022

20220627

With new fintech market entrants and surging M&A activity in the financial services space, the future of the industry is continuously evolving. A few important questions get us thinking about the role of brand during an organization’s adoption of fintech.

plan, manage, launch & rollout

THOUGHT

Going beyond brand guidelines to engage and educate internal audiences

June 8, 2022

20220608

You’ve worked diligently on creating a new brand and now you’re finally ready to launch and roll it out. Now is a good time to ask, “Are guidelines enough to engage and educate my organization around brand change?”

manage, launch & rollout, employee engagement

THOUGHT

Refresh or rebrand? Take a closer look at what your business needs.

May 6, 2022

20220506

As your industry changes, do you get the sense that your brand is tiring, or perhaps not working as hard as it could? Fortunately, rebranding is not the only path to achieving brand and business goals.

plan, manage, resourcing

THOUGHT

Common Underestimations of Rebranding

April 18, 2022

20220418

After 100 plans we’ve learned a lot about what organizations commonly underestimate when it comes to brand change.

plan, launch & rollout, resourcing, timelines, budgeting, employee engagement

THOUGHT

Building consensus when it comes to rolling out higher education brands

March 30, 2022

20220330

Higher education institutions garner the utmost loyalty from their constituents. That’s why changes to their brands must be purposeful and thoughtfully implemented – this starts with building consensus.

plan, launch & rollout, timelines, employee engagement

THOUGHT

When to announce your new brand name before revealing the logo

March 7, 2022

20220307

Is it right or wrong to announce the name of your brand before revealing the logo? This question turns out to be exceptionally triggering for business executives. There are several reasons why it can be the right choice to announce the name first, then follow with logo.

plan, launch & rollout, employee engagement, celebrations

THOUGHT

The Most Complex Brand Implementations of 2021

February 23, 2022

20220223

In 2021, some big names rebranded after years of repping their old symbol. We celebrate these complex rebrands.

build, launch & rollout, timelines

THOUGHT

New Brand, New Logo…Now What?

January 19, 2022

20220119

Your organization has determined it needs to undergo a rebrand. “Now what?” It’s never too late to start planning. We recommend asking a few questions to get the ball rolling.

plan, build, manage, launch & rollout, resourcing, timelines, budgeting, employee engagement

THOUGHT

How much does it cost to implement a rebrand?

December 2, 2021

20211202

As part of the brand implementation planning process, we help clients arrive at a budget to provide leadership with a clear picture of cost.

plan, launch & rollout, resourcing, budgeting

THOUGHT

Three branding questions every PE firm should ask

November 22, 2021

20211122

An organization’s brand is one of the most valuable assets, which is why it’s imperative that brand be aligned to long-term business goals and growth strategies.

plan

THOUGHT

Who does the work?

October 26, 2021

20211026

Rebranding happens alongside your day job. Which raises the question, “who does the work leading up to launch and beyond?”‍

plan, launch & rollout, resourcing

THOUGHT

Your employees need to be your biggest champions. Why you need to give them more than a new logo.

February 2, 2020

20200202

Logo’d give-aways are fun and a great way to showcase your new brand. But, how you involve, educate and inspire employees to be active ambassadors of the brand is just as important as updating your logo and changing over marketing materials.

employee engagement

THOUGHT

How to increase brand consistency by understanding the needs of your brand users

May 12, 2020

20201205

It’s no longer enough to say, “here are the guidelines” and expect consistent use of the brand at every experience. Successful brands create a dialogue with their brand users.

build, manage, employee engagement

THOUGHT

TenTen Implements Summit Health Rebrand

April 26, 2021

20210426

From the merger of Summit Medical Group and CityMD was born a new brand, Summit Health. And we were honored to play a role managing implementation planning and execution, creative production, sign design and template generation.

plan, build, launch & rollout, celebrations

THOUGHT

Speaking Brand Implementation

April 15, 2021

20210415

Douglas Spencer hosts TenTen Founder, Darren Horwitz, on Spencer Brenneman’s podcast, Messaging on a Mission. Focused on making a difference in the world through telling stories, Spencer Brenneman sought out Darren’s advice on what it takes to implement a rebrand.

plan, build, manage, launch & rollout, timelines, employee engagement, celebrations

THOUGHT

Designing a Visual System that “Redefines Live”

May 14, 2021

20210514

In Freeman’s pursuit to “redefine live,” the leader in global events focused on modernizing their brand. Having first established a new logo, a set of primary colors and font family, we then partnered with their internal creative and marketing teams to extend the visual design system.

build, launch & rollout

THOUGHT

The value of a brand implementation plan

August 18, 2021

20210818

Important decisions require a great deal of effort, which almost always benefit from a solid plan of attack. Think about building a house. There is a proven and methodical process to building a house that generates the best result – and we think about brand implementation in the same way.

plan, launch & rollout, resourcing, timelines, budgeting, employee engagement

THOUGHT

The time it takes

September 20, 2021

20210920

When’s the ideal time to start thinking about brand implementation? On our road to 100 rebrands, we’ve seen it all. From those who get an early jump on implementation planning, to those who need to launch as soon as possible and seek to understand what’s viable.

plan, launch & rollout, timelines

THOUGHT

Having a well defined brand activation plan increases efficiency, consistency and savings

April 22, 2019

20190422

Changing your brand is a powerful way to transform your business. However, transformation can come with high costs to both your budget and your brand’s equity. Based on years of experience we have learned, time and again, that a few key activities upfront will save your budget, strengthen your work

plan, resourcing, timelines, budgeting

THOUGHT

Why credit unions should invest in their brands

March 9, 2019

20190309

Credit Unions have seen tremendous growth over the past decade but are facing a challenging problem with their member base—it’s dominated by an older age group that will only decrease in numbers with time.

build, manage, resourcing

THOUGHT

There’s more to launching a brand than launching a logo

March 9, 2019

20190309

When going through a rebrand, people often mistakenly think that once a logo is ready, they’re ready to launch. Whether it be from excitement or anxiety, they want to launch quickly. However, what many fail to realize is that there’s a lot more to launching a brand than just debuting a new logo...

plan, launch & rollout, employee engagement

THOUGHT

Optimizing your brand without breaking the bank

April 14, 2020

20200414

Maybe you’ve seen the show, “Love It or List It” on HGTV. It’s a simple premise; two hosts (she an interior decorator and he a real estate agent) compete to win over a couple’s choice in either staying in the house they currently own by remodeling it or moving to a new dream house.

manage, resourcing, budgeting

THOUGHT

TenTen turns five!

June 2, 2020

20200602

While our attention has obviously been focused on more serious issues, we wanted to take a brief moment to enjoy our birthday and share our appreciation. We feel so proud of where we are and so fortunate to have had the support of our families, our friends, our colleagues and our clients.

celebrations

ARTICLE

Rebranding Demystified

June 8, 2021

20210608

At TenTen, we understand that your rebrand represents much more than just a new logo. It’s a moment of great transformation for your organization. But that doesn’t mean you need to break the bank getting there.

plan, resourcing, budgeting, employee engagement