Category: Management
Your Brand Scorecard – Part 1: A two-dimensional concept
Brand managers often use primary research to track and assess brand performance. While this approach is good for understanding the external dimensions of brand performance, it overlooks an equally important...
The building of a Brand Center – Part 2: Avoid the IT transformation problem
As the digital evolution of customer experience continues to gain momentum, businesses are struggling to determine who should own the customer experience.
Why brand is your best recession-proof investment
Expectations matter. I once worked in a company where employee tenure was very high. After a few years there, I noticed that most people did not have the resources they...
Calculating the ROI on a Brand Center
Well, it happened. The first time ever. Unbelievable occurrence. I put a question into Google and I did not get an answer. The question was “How to make a case...
Is now the time for a Brand Center?
Global mergers and acquisitions hit new highs in 2021. PWC estimates that the number of deals announced in 2021 exceed 66,000, up an unprecedented 24% from 2020.
Why a Brand Center belongs in your rebranding RFP
Research, brand strategy, architecture, naming, visual identity… As you think about what to include in your RFP (Request for Proposal) for your future rebrand or (increasingly common) brand refresh, these...
Brand alignment: the meaning and measurement behind the buzzword
Recently, we completed a research project with 50 brand leaders and their teams. These brands were selected because they operated, at scale, over $1B in sales, most have global reach,...
What is the Difference: DAM system vs. BAM system?
Find out which system is right for you and your company: a Digital Asset Management (DAM) system, or a Brand Asset Management (BAM) system It’s no secret: Digital Asset Management...
Monigle in the News: Why Are Brands No Longer Keeping Their Guidelines Under Lock and Key?
Brand teams are learning that a well-told brand story is no longer reserved purely for internal marketing team members. Instead, teams are exploring what could be achieved if their brand...
What is the Difference: DAM system vs. BAM system?
Find out which system is right for you and your company: a Digital Asset Management (DAM) system, or a Brand Asset Management (BAM) system It’s no secret: Digital Asset Management...
Monigle In the News: “Future of Brand Guidelines”- Branding Magazine Contribution
A more human-centered approach is required to replace the traditional rulebook When was the last time you read a manual of any sort? Did you read the instructions when you...
How to Get Ready for the Future of Work
In the past three+ weeks our world has been turned inside-out, or more accurately, outside-in. As we adjust to working from home, our relationships with each other and with technology...
5 of our favorite takeaways from Behind the Brands, our Brand Concierge Webinar with NN Group
What’s old can be new again. That was the goal for one of the oldest-newest brands in the world, NN Group, a 175-year-old $6B company split from ING Bank. Despite...
Monigle In the News: Forbes Agency Council – Connection, Clarity, and Action
Justin Wartell Forbes Councils Member As business leaders, we’ve done it to ourselves: We’ve built a brand. Outlined a strategy. Added a mission and vision to please a loud board member. Allowed...
What is the Difference: DAM system vs. BAM system?
It’s no secret: Digital asset management (DAM) software is a must-have for organizations of every size, shape and stripe. As content demand and output increase—by as much as 50 percent...
Brains Behind the Brands: Meet Kelly Agnew
We’re learning what’s on the horizon for Kelly Agnew, Product Manager because development and creativity never ends on the digital team.
6 Disruptions Universal to Brands Today
Recently Kelley Grover, Senior Global Brand Manager at Deloitte, gave us an inside look at the firm’s brand practice. The professional services firm’s last rebrand took place in 2003—a print-centric, pre-iPad-and-smartphone...
5 Key Takeaways from DAM LA
Recently we attended and presented at DAM LA, the largest conference dedicated to digital asset management on the West Coast, where we had the opportunity to connect with hundreds of...
What Happens When a 46-year-old Branding Agency Rebrands Itself?
Monigle’s transformation reflects the era of the assimilated brand leader. The variety and assortment of responsibilities that appear in the title of brand leaders has expanded enormously in the last...
Is Your Organization Speaking With One Voice?
Health care strategy leaders share 9 tips for achieving a unified brand According to research Monigle conducted prior to the recent AAMC-GIA National Professional Development Conference—with 50 attendees in marketing,...
Northwell Health, VCU Health, and Children’s Health Recognized for Best-In-Class Brand Governance at E-Healthcare Awards
Brand governance has traditionally been a topic that receives little attention beyond ensuring that the right people have access to the brand guidelines. Today, the task of stewarding a brand...
A Branded Way With Words: Field Notes From the Former VP of Brand Management at Thomson Reuters
Which would you rather do? Ingest enzymes and nutrients to create energy or…enjoy a meal? They’re the same thing. Here’s another one: Allow someone to apply pressure to your scapulars...
Brand Center: To Build, or Not to Build – That is the Question
If you have gone through a brand refresh in the last 24 months or have one on the horizon, one of the challenges you’ll be facing is how to drive...
After 13 years, Deloitte undergoes a Brand Refresh
Deloitte Brand Refresh Yesterday was a momentous day for one of the largest professional services firms in the world as Deloitte, for the first time in thirteen years, launched a...
From identityManager to BEAM: Reinventing the Brand Center
If you’ve ever been through a rebrand, you’ll likely remember the angst leading up to the launch. Chances are you handed every employee a nicely crafted brand book and pointed...
3 Trends Health Care Strategists Can’t Afford to Ignore in 2016
Through our extensive work with a variety of health care organizations across the country, we’ve consistently come across trends health care brand leaders can’t afford to ignore. Here are a...
Elevating Engagement with a Best-in-Class Brand Center
eHealthcare Leadership Award Winners: Duke Medicine and Children’s Health BEAM (Brand Engagement and Asset Management) sites won eHealthcare Leadership Awards for Best Interactive and Best Intranet sites at the Nineteenth Annual...
A Merger of Equals: 5 Brand Questions for Dow-DuPont
The merger of Dow Chemical Co. and DuPont Co. will bring together two of America’s oldest corporations into a $120 billion behemoth. The deal is just another example of the recent wave of mega-mergers...
Driving Efficiency with Digital Guidelines
Digital Guidelines The need for content within organizations has transcended business verticals, and now every team has a need for branded content in some capacity. Companies create an exponential number...
Coca-Cola Gets Coal in its Stocking
Coca-Cola Ad Mistake Coca-Cola has traditionally been a brand that touches hearts and creates a warm connection, especially at this time of year. Many of Coke’s campaigns are pretty memorable....
Monigle Featured in Branding Magazine
Monigle’s CMO, Gabriel Cohen was recently asked to write for Branding Magazine. Entitled “Branding Edison”, this regular column will focus on the real world aspects of the brand owner’s playbook, areas...
How Nike Beat Adidas at the Women’s World Cup
Nike vs. Adidas The Women’s World Cup is still fresh on everyone’s mind; people continue to beam with USA pride as the US Women’s National Team brings home the FIFA...
A Chat with Summer Austin, Director of Strategic Marketing
An enduring rebrand: over 10 years strong On June 26th, Gabe Cohen, chief marketing officer at Monigle, and Summer Austin, director of strategic marketing at Camden Property Trust will be...
The Seven Deadly Sins of Brand Activation
Why most rebrands fail to reach full potential Once a brand is defined, the hard work of bringing it to life through activation begins. Brand activation is the most important...
A Brand Owner’s Guide to Surviving Mobilegeddon
Congratulations! If you are reading this, it means you have survived the latest doomsday event. And while few people bought into the Mayan prophecy that stated the earth would end...
A Year in Review: People, Partners, and Brands
Dear friends and collaborators – As many of our client partners hit the pause button to take some much needed time off, our office―as well as just about every other...
How Digital Contributes to Brand Development
Each November I attend the Healthcare Internet Conference (HCIC), which is my chance to learn about the newest and coolest ideas being implemented in healthcare marketing. The 2014 HCIC was...
Agencies Need a Different SEO: Service Engine Optimization
Every successful agency is working as hard as it can to make itself more competitive through content creation and Search Engine Optimization (SEO). Unfortunately, many are putting their businesses at...
Clients Win 8 eHealthcare Leadership Awards
2014 eHealthcare Leadership Awards – Client Winners On November 5th, identityManager® sites received eight awards at the 2014 eHealthcare Leadership Awards. The winners were selected from over 1,000 entries at...
The Seven Keys to a Successful Rebrand
Why a rebrand should be viewed as a symbol of change, not a change of symbol In today’s world, it seems as if companies are going through some level of...
Brand Tracking Research Leaves Gaps Essential to Action
Brand Tracking Research Marketplaces change fast―and consumers’ opinions change even faster. In order to stay ahead of this furious pace, it is essential for brand owners to keep a pulse...
Why Brand Valuation is Important
Having studied managerial finance, I have always been curious to learn more about brand valuation and how this approach provides value for marketers and executive teams. I believe in the power...