BrandActive

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BrandActive
ISIN🆔
Industrymanagement services
Founded 📆1998
Founders 👔James Burn and Robynne Budish
Headquarters 🏙️Toronto, Ontario, Canada
Area served 🗺️
Members
Number of employees
🌐 Website[Lua error in Module:WikidataIB at line 665: attempt to index field 'wikibase' (a nil value). ] 
📇 Address
📞 telephone

BrandActive is a brand implementation and brand management consulting firm founded in 1998 by Robynne Budish and James Burn. BrandActive pioneered many of the brand implementation and brand management methodologies, tools, and standards that have been adopted by companies around the world.[1][2]

Operations[edit]

BrandActive offers brand implementation scoping, budgeting, scenario planning, and project planning, organization, and management for brand change during a merger, acquisition, spin-off, corporate rebranding, or other large brand change event. The company also offers on-going brand management services regarding brand management systems, process redesign, help desk outsourcing, vendor rationalization and training, and global quality, consistency, and compliance.[3]

BrandActive's international headquarters office is in Toronto and BrandActive USA is headquartered in Boulder, Colorado. Through these offices the company delivers global and regional projects to companies headquartered out of North and South America and, where required, can provide local touch around the world through their Project Management Offices (PMO's) in London, Amsterdam, Dubai, Melbourne, São Paulo, Mexico City, and Taipei.

BrandActive clients have included Berkshire Hathaway Home Services, Caterpillar, Verizon Wireless, AT&T, Nextel, Waste Management, Johnson & Johnson, Unify, Alcan, Vale, Baker Hughes, Toronto Hydro, Telus, CIBC, RBC, Novant Health, Medstar Health, and SunLife among many others.[4]

History[edit]

Founded in Toronto in 1998 by James Burn and Robynne Budish as an equity partnership with a Dutch company, Nykamp Nyboer.
In 2002, BrandActive established its presence in the US.
In 2004, BrandActive became fully independent and wholly owned by the two founding partners.
In 2011, BrandActive USA moved its headquarters to Boulder, CO.
In 2011, Philip Guiliano was made Partner

Brand Implementation[edit]

Brand Implementation refers to the discipline of professionally scoping, planning, and managing the implementation of a brand on all physical and digital assets including signage, vehicles, uniforms, documents and forms, HR materials, IT systems, websites, marketing collateral, ID badges, and literally every other asset that contains the corporate logo, name, colors, or visual system. This discipline focuses on understanding the scope of branded assets that exist at a company, their cost and purchasing dynamics, their importance to brand impact and customer experience, and all other brand and business implications in order to scenario plan around launch and completion scenarios in an effort to construct an optimized budget, project organization, and project plans to execute a brand change on-time, on-budget, and in a way that properly balances a companies brand and business objectives.

Brand Management[edit]

Brand Management refers to the discipline of setting up an organization with the structure, systems and tools, guidelines, policies, processes, support, and vendor network required to efficiently implement their brand on all physical and digital assets with quality, consistency, and impact. Effective brand management will also look into the most cost-effective and time-efficient ways to achieve these outcomes.

References[edit]

  1. Gierke, Martin (2006). "Caterpillar Dealer Identity" (PDF). Design Management Institute.
  2. Guiliano, Philip; Robert Prevost (2009). Spectrum (PDF) http://www.shsmd.org/shsmd/membership/files/janfeb09.pdf. Missing or empty |title= (help)
  3. Yannaccone, Sue (2014). "Lessons From Rebranding a Berkshire Hathaway Consumer Business". Businessweek.
  4. "BrandActive Clients".

External links[edit]

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