Nurturing a brand requires visionary leadership and tactical discipline. The challenge increases exponentially when we bring new businesses into the fold. What are the most important elements of rebranding? How do you avoid confusing the subscribers of both existing and acquired brands and meet the goals set when you acquired the company in the first place?
During this On-Demand webinar, Subscription Insider CEO Kathy Greenler Sexton and product development expert Diane Pierson provide insights from their own acquisition-rebranding experiences.
In this webinar, you will learn:
- The mistake that lost one subscription business 70% of its subscriber base, and how to avoid it.
- Why the logo is the least important aspect of branding.
- How to create a timeline for rebranding.
- How to involve your teams in the branding exercise – and how not to.
- How choosing the right brand approach can help you gain visibility in ways you might not have thought of.
- Tips on building a rebranding budget.
Video:
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About Diane Pierson:
Diane Pierson, Subscription Insider Guide to New Product Development, is a product management and marketing leader who drives revenue by helping her clients find new revenue streams, scale promising launches and jumpstart stalled products. She does this by engaging teams to prioritize projects based on market opportunity, plan to achieve a strong launch and work together to achieve results. She helps businesses eliminate wasted cycles while enabling market-driven action and providing a really good eye for opportunity.
During her career in product management and marketing, Diane delivered over $100 million in revenue to companies including Dun & Bradstreet, LexisNexis, American Lawyer Media and Copyright Clearance Center. Her efforts were recognized with numerous CODiE and MarCom awards and more than one appearance in KM World’s List of Trend-Setting Products. She globalized, rebranded, launched, expanded and sunset many complex product suites with teams of new and veteran employees. As a result, Diane identified common roadblocks to product success – and revenue – and crafted methods to address them.
Today, Diane is an authority in product innovation and scale. She is the Managing Principal of Wheels-Up Innovation, a contractor/consultancy enabling new product development that delivers powerful, scalable growth. She is also Principal, Innovation at Boundless Markets, a team of experts who mine data to deliver revenue-producing market insights and a partner in Accelerated Imagination, building brands from the inside out. She speaks at and moderates industry events and consults in the publishing, legal, information and SaaS industries.
Diane has a BA in English from Kalamazoo College, Kalamazoo, MI and an MBA from DeSales University, Center Valley, PA. Diane and her husband, Tom, recently moved to Austin where they are on a quest to find the best breakfast taco in town.
