BrandActive: The Mechanics of Brand Change and Management          
 
Brand Change and Management
Why Brand Implementation and Management Matters
Who BrandActive's Worked With
When To Call The Global Leaders in Brand Implementation and Management
  
BrandActive helps companies implement and manage their brands smarter, faster, and better.
       
  Overview

Case Studies

Alcan
Allegiance Health
Allstream
Baptist Health
Caterpillar
CIBC
Purolator
Telus
Toronto Hydro
Vale Inco
Verizon Wireless



adobe PDF
Download Case Study

TELUS: Overnight Brand Transition
Situation
Acquisition

Brand: TELUS acquired BC Tel.

Impact: Canada's second largest telecommunications company was created.

Timing: BrandActive was engaged to take the project from initiation to launch in 4 months.
Services
Brand Change and Touchpoint Improvement
  • Scoped, planned, managed and executed launch to maximize market impact
  • Post-launch transition management for all brand applications including 2,135 vehicles and 22,000 phone booths.
Solution
Create the Impression of an Overnight Transition

Smarter: "The impact BrandActive was able to create in only four months was remarkable. This allowed us to terminate a brand advertising campaign ahead of schedule, resulting in significant cost savings." Drew McArthur, Vice President Corporate Affairs and Compliance Officer, TELUS.

Faster: Senior management received accolades for the seeming "overnight" transition of BC Tel to the TELUS brand.

Better: Our signage team developed new standards for phone booths that significantly increased the visibility of the brand. Overall TELUS brand awareness increased from 6% to 81% within six weeks of launch (source: TELUS tracking study).
Telus Phone Booth Rebrand   Sign Implementation   Vehicle Fleet Rebrand

Control
BrandActive oversaw the transition of 22,000 phone booths, with those in more competitively strategic locations being converted first.		  
Impact
Strategically selecting high visibility assets gave the illusion of a complete transition though only 20% of assets had been transitioned.		  
Improvement
New standards for high-visibility assets like fleet and phone booths increased the visual impact of the brand name by 12%.



 
   
Site Map Contact the Brand Implementation and Management Experts BrandActive Company Work with the Global Leaders in Brand Implementation and Management