Managing Expectations in Rebranding Projects - with Darren Horwitz
Update: 2024-06-05
Description
Darren Horwitz, founder of TenTen Group, a brand implementation firm, discusses the importance of brand implementation and how it goes beyond just a logo.
He emphasizes the need to understand all the different ways a brand comes to life and the various needs of different departments within an organization.
Darren also highlights the challenges of managing expectations around cost and timing in a rebranding project. He mentions the importance of flexibility in the process and the need to validate and prioritize the different elements of a brand implementation.
Darren expresses his passion for helping organizations protect their brand investment and suggests the idea of writing a book on brand implementation.
Key Takeaways:
- Brand implementation goes beyond just a logo and involves understanding all the different ways a brand comes to life
- Managing expectations around cost and timing is crucial in a rebranding project
- Flexibility is important in the brand implementation process to meet the specific needs of different organizations
- Validation and prioritization help ensure the efficient and impactful execution of a brand implementation
- Brand empathy is essential in considering the needs of all stakeholders involved in using the brand
- Continued execution and protection of the brand investment are important as companies evolve and change
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