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Brand Migration

If it hasn’t happened to you in your career, it probably will. It, of course, is a rebrand. Whether you were on the wrong side of a trademark challenge, you were part of two or more organizations coming together, or you’re starting an organization from scratch, you’ll need to understand and manage brand implementation. Otherwise, it will manage you.

In this episode of Messaging on a Mission, Douglas Spencer talks with Darren Horwitz, Founder of TenTen, a brand implementation firm that helps organizations plan, build, and manage change. The pair have known each other for quite a while so brace yourself for a fun conversation.

Key Takeaways:

  1. Start talking about implementation early on
  2. Prioritize what needs to be done now…and what can wait’
  3. Creatively engage your employees at launch
  4. DIY some of the work in-house…but not all of it
  5. Think of rebranding as a long-term investment
  6. Use the framework of Know, Believe, Live, and Advocate!
Episode Guest

Darren Horwitz is the Founder of TenTen, a brand implementation firm that helps organizations plan, build and manage change. Darren sees implementation planning and brand governance as the key to optimizing any brand, and he has more than two decades’ worth of experience doing it.

Prior to founding TenTen, Darren served as Senior Director of Implementation for FutureBrand, where he built the implementation and brand governance concepts that helped some of FutureBrand’s largest clients—including American Airlines, Cadillac, Exelon, Pitney Bowes, and USAA—to both deploy and govern their brands at scale.

Previously, as Director of Brand Management Systems for Interbrand, Darren helped clients such as Humana, Thomson Reuters, Towers Watson, Wrigley, and MWV. In 2005, Darren was also a founding partner at Pixeljockey LLC, a brand identity production agency.

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