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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Yellow Pages Rebrands into a Brand for "Doers" | Branding Magazine

Yellow Pages Rebrands into a Brand for "Doers" | Branding Magazine | Integrated Brand Communications | Scoop.it

Being that it’s North America’s largest local search, media and advertising company and claims a top-40 web domain in the U.S. according to BrandNew, it’s not surprising that Yellow Pages rebranded itself for a new age and a digital audience.

 

Recognizing the need to make a strong and direct move into digital and mobile, YP isn’t only refreshing it’s look, its also rebranding into a service for “doers”, strongly targeting a specific group of customers that get thing done.

Russ Merz, Ph.D.'s insight:

A rebranding case study for Yellow Pages as a service for "doers".

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Five tips for a successful rebrand

Five tips for a successful rebrand | Integrated Brand Communications | Scoop.it

A rebranding exercise is an exciting project for any company. But it will present challenges too, not least because the process, from concept to roll-out, can take months if not years to implement.

 

The value that your brand represents to your overall company value can be as much as 15%, and in the case of a business like Coca-Cola, that figure is 50%. Getting a rebrand implemented smoothly and accurately, therefore, can have a massive impact on your business.

 

In my experience, success is most accurately measured by the implementation phase of a rebrand. In my early career at various branding agencies, I frequently saw branding projects lose momentum, strength and vitality in the implementation stage – because the process was, to put it bluntly, chaotic.

 

Implementation can cost as much as 20 times the price of brand design. If you pay £100,000 for the design phase, you’ll pay £2m for the roll-out. And, if you don’t get it right, you are going to see a disappointing return on investment.

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