Corporate Brand Matrix - drivers and tools for corporate rebranding projects

Description: The Corporate Brand Matrix is a tool for planning, sourcing, budgeting and staffing institutional rebranding programs... and a tool to help clients, consultants and designers speak the same language.

Keywords: corporate branding, rebranding, Structural drivers, Strategic drivers, Functional drivers, Merger & Acquisition, Spinout, Change direction, Broaden scope/scale/visibility, Narrow the scope, Change internal culture, Change perceived composition, Change expressed personality, Legal requirement, Advertising breakthrough, Design weakness, Name confusion, Name weakness, Transformed survivor brand, New vision, forget the past Merger of equals; best of both, Transformed survivor brand, Preserve existing equity, Express a new vision, Redefine industry or core competence, Remove limiting category association, Elevate public profile, Enhance size perception, Remove limiting geographic association, Express a more specific focus, Refresh & redirect competitive energy, Transfer affiliation from unit to parent, Enhance pride & confidence, Renew/refresh public image, Assert parental 'umbrella' presence, Redefine the defining units, Increase name impact & recall, Increase name differentiation, Increase visual strength/quality, Incorporate the advertising element, Retain or transfer brand equities

Tags: corporatebrandmatrix, home, corporate, matrix, brand, rebranding, drivers, tools, projects, spaeth, tony, tom, cases, vanderbauwhede, contact, data, tool, energy, mcgladrey, power, shipley, broadview, dsm, starbucks, wind, corporation, bank, faq, identity, lemento, cec, akzonobel, fico, fiserv, meredith, security, consultants, language, programs, budgeting,

Corporatebrandmatrix.com

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