Brand launch and implementation blog

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Deconstructing the masterbrand strategy

August 30, 2022

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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Rebranding Demystified

June 8, 2021

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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