Rebranding

Airbnb Took its Rebranding Misstep in Stride

Airbnb Took its Rebranding Misstep in Stride

By

The travel booking company handled the brief fiasco surrounding its rebranding so well, it was hardly a fiasco at all.

If You Build It, They Will Engage

If You Build It, They Will Engage

By

Construction materials manufacturer USG revamps its image using targeted, multichannel efforts aimed at customers and employees.

8 Overused Marketing Tactics

8 Overused Marketing Tactics

By

It's time to exercise moderation in marketing, so rehash your hashtag policy and don't fall into the QR code trap.

Moving Beyond the (Strong)Mail

Moving Beyond the (Strong)Mail

By

Cross-channel marketing solutions provider StrongMail rebrands to StrongView to reflect the evolution of the company and the industry it serves.

Live from DMA2012:  The booth review

Live from DMA2012: The booth review

By

Direct Marketing News staffers report on noteworthy new products from the convention floor.

Is it time to rename direct marketing? Readers respond

Is it time to rename direct marketing? Readers respond

Is it time to rename direct marketing? Readers respond to the September Gloves Off question.

Is it time to rename direct marketing?

Is it time to rename direct marketing?

Does the term "direct marketing" need a makeover? Our experts weighed in and our readers responded with gusto.

ZenithOptimedia announces global brand repositioning

ZenithOptimedia announces global brand repositioning

By

Agency ZenithOptimedia announced its repositioning as a "Live ROI" company, said Dave Penski, president of Zenith, a division of ZenithOptimedia.

Meredith Integrated Marketing rebrands as MXM

Meredith Integrated Marketing rebrands as MXM

By

Meredith Integrated Marketing rebranded as Meredith Xcelerated Marketing (MXM), said Martin Reidy, president of MXM on Oct. 21. Meredith Corp. also said it has acquired a minority stake in London-based marketing agency Iris Worldwide.

'Just Call Me Angel of the Morning': a marketing services unit

The more I learn about the direct marketing industry, the harder it is to keep track of who's who and who does what. Although my knowledge of the business continues to expand and the list of interesting and impressive people I meet grows each day, the names of companies, the services they offer and the logos they use to promote their names and services continue to change.

Carlson to complete rebrand in October, continue creative marketing services

By

Carlson will work with brand consultancy Interbrand, PR firm Fleishman-Hillard and several other groups to promote the rebrand, which will be announced during an October Carlson Marketing event in Toronto.

Adams Hussey & Associates rebrands, promotes Cubine to president

Adams Hussey & Associates rebrands, promotes Cubine to president

By

Direct marketing agency Adams Hussey & Associates has rebranded as Chapman, Cubine, Adams & Hussey (CCAH), to reflect changes in the company's leadership team.

NSI rebrands as Ansira post-Razor acquisition

By

NSI Marketing Services has rebranded as Ansira, the agency said June 1. The firm, which acquired integrated shop Razor in January, will position itself as an integrated customer engagement agency.

Rauxa rebrands without 'direct' in name

By

Rauxa Direct will rebrand as Rauxa on June 1, signifying the company's transition from direct mail services provider to full-service marketing agency. The Costa Mesa, Calif.-based company will also launch a new website designed to be "more interactive" than pervious versions, said CEO Jill Gwaltney.

Yellow Pages Association rebrands as Local Search Association

By

Trade group the Yellow Pages Association will rebrand as the Local Search Association on April 18. The organization decided to change its name because a growing number of its members now work in digital search, said Negley Norton, president of the group.

SearchIgnite rebrands as IgnitionOne

By

Marketing technology company SearchIgnite rebranded as IgnitionOne on April 11 after taking over some of the audience-scoring and on-site optimization capabilities of sister company Netmining.

Agencies rebrand as priorities shift

Agencies rebrand as priorities shift

Direct marketing agencies are updating their names, logos and taglines to emphasize new capabilities in areas they are not traditionally know for, such as digital and social media.

Ally Bank's CMO ignites rebranding

Ally Bank's CMO ignites rebranding

By

Sanjay Gupta joined GMAC Inc. as CMO in March 2008, the same month that investment firm Bear Stearns collapsed.

Six ways to use strategic marketing during a rebranding

Six ways to use strategic marketing during a rebranding

When Susanne Batchelor joined third-party logistics company NFI as SVP of marketing in 2008, the 75-year-old organization had never advertised with more than a brochure and had no cohesive name, logo or brand for its 11 divisions. Batchelor spent more than a year talking with everyone at the company - from drivers, dispatchers and logistic center workers to senior management - to come up with one brand the whole company could embrace.

E-mail Data Source rebrands as eDataSource to reflect changing business

By

E-mail Data Source re-branded as eDataSource, effective November 9, to reflect the changing nature of its businesses, which is now more focused on social media.

American Express Web series explores small business rebrandings

By

American Express has launched a Web series examining how five small businesses, working with branding and design agencies, reinvigorated their companies.

Telematch and Phoenix consolidate as 'Relevate'

Data and information services company Telematch combined its business units Telematch and Phoenix Data Processing on October 7 under the new brand Relevate.

Q&A: Alexandra Morehouse, CMO of AAA NCNU

Q&A: Alexandra Morehouse, CMO of AAA NCNU

By

The CMO of AAA's second-largest club, Northern California Nevada and Utah (AAA NCNU), discusses how the company plans to use competitive marketing analysis, behavior triggered marketing and a data system overhaul to drive its marketing forward.

Wish Farms debuts digital campaign to promote new brand name

By

Wishnatzki Farms, a Florida strawberry farm, launched a digital campaign this week to promote its new consumer brand name, Wish Farms. The effort includes e-mail, social media, viral videos and giveaways.

InfoGroup rebrands in bid to unify disparate businesses

By

Data giant InfoGroup is rebranding its various companies with a common name and logo designed to eliminate confusion in the marketplace over its many direct marketing businesses, according to an internal video message from Bill Fairfield, company CEO. The official rollout occurs January 4, but InfoGroup is introducing the new logo to employees across its businesses and geographies over the next several days.

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

Featured Articles

Pitney Bowes Intros Location Intelligence Platform

Pitney Bowes Intros Location Intelligence Platform

Spectrum Spatial attempts to make the world a small marketplace for B2B and B2C companies alike.

The New Path of the B2B Buyer's Journey

The New Path of the B2B Buyer's Journey

Intent, which tells you who, how, and when to target, is a common thread on the customer journey.

Which Brands Are the Most (and Least) Trusted?

Which Brands Are the Most (and Least) Trusted?

It's been a bad year for TV service providers.