How to rebrand a company in six weeks without spending a fortune

UPDATE January 21, 2011. INgage Networks has completed the revision of the ebook which is now available on their site using the links below.

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UPDATE - January 11, 2011. INgage Networks is working on a new version of the ebook (see comments below). For now it is unavailable.

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Many companies go through the process of re-naming and re-branding and making all the associated changes that go with it. But the people I've spoken with who have done so usually feel they are ill prepared for the challenge and don’t know what to expect.

Here's a terrific ebook written by the marketing team at INgage Networks that captures their learning as they went through a recent rebrand. It is a fun and engaging story. If you're considering your own rebranding effort, check it out.

Download the free ebook:
How to rebrand a 10-year-old company in six weeks

"We're considering rebranding the company. Give us a proposal and your recommendations."

The prior name, Neighborhood America served the company well. But as the company grew, the name began to feel too small.

The ebook tells the story of how the marketing team took an aggressive approach that involved tight deadlines, minimal resources and limited budget. This ebook is written from the trenches and is very practical.

Download the free ebook:
How to rebrand a 10-year-old company in six weeks

Disclosure: Several years ago I delivered a talk to the team at what was then called Neighborhood America.

Comments

[Aaron Wrixon]

Their ebook is great... But I feel like I'm breaking copyright laws just by reading it. I hope when DC, Disney and the rest send out the cease-and-desist letters they remember that the company is now called INgage Networks.

[Courtney Wiley]

Appreciate you posting this eBook, David. The rebrand was a lot of hard work, but when you have the right people in place, anything can happen. And we've proven that. :) Hopefully others can learn from our challenges and will find the eBook an easy read. Thanks again!

[Mark C. Webster]

Came here to post what Aaron said. This guide is interesting, but I'd have doubts about a marketing agency that stomped all over copyrighted works like they did in this ebook, all used without permission and/or attribution. Mixing DC and Marvel comic properties makes it that much worse. Looking forward to "How to Redesign an Infringing eBook in 6 Hours!"

[David Meerman Scott]

Aaron and Mark - I didn't even think of the copyright issues. Thanks for pointing that out.

I'm sure that people from INgage Networks are reading the comments...

[Bob James]

Holy massive lawsuits, Batman!

[twitter.com/tgruber]

I've been through rebranding so many times with different companies and clients so I was curious to see what tips they would have in this eBook. I have to say I was disappointed to find it more of a case study then useful tips on working through the naming process, logo selection, outlining all the steps to a rebrand. I guess that gives me a good idea for a blog post...

[Kristi]

Yes, David, we sure are reading the comments. All valid points due to an oversight on our part. We started out having some fun recounting our experiences, and then realized there were valuable lessons to be shared. The goal was simply to share those lessons in an engaging format. Regretfully, eagerness took over and we overlooked the fact that the rules change when you cross the line between internal fun and external publishing. Rest assured that we are taking this seriously and have removed other links to the PDF while we work on resolution.

[David Meerman Scott]

Thanks Kristi -- the ebook is very valuable. I hope you can continue to share.

[Shane Petty]

Looks like the Rebranding white paper has been removed from the site.

[Webbasica]

You can't have anything. Can someone share the paper? I promise I will use it for personal and profesional growth, and now a billion dollar lawsuit ..

[David Meerman Scott]

Sorry, the ebook has been pulled while they work on a new version. More soon I hope.

[Kristi]

Thanks to you and your readers, David, for your understanding. We have removed the eBook while we work on revisions and estimate that we'll have a 'new and improved' version within the next 30 days. At that time, we'll look forward to sharing this resource once again. If anyone would like additional updates, please connect with me on Twitter and I'll be sure to keep you informed.

[Nick Clute]

Looking forward to reading the eBook when you are allowed to put it back out. Just followed you on twitter and have downloaded another eBook of INgage to keep me company while I wait. Now if only my new tablet would arrive so I can read in style!

[David Meerman Scott]

Revised ebook is now available.

[Kristi]

I’m happy to say that the ‘new and improved’ edition of our eBook has been posted and is now available for download via the links above.

Thank you again for your patience and understanding. We apologize for the timing delay, but in hindsight it is all for the better. Lessons learned, and in the end, a much better result. Enjoy the eBook.

[seo richmond]

Wow, thanks for the resources David! I still open up Duct Tape Marketing from time to time when I'm thinking "what am I missing here that could help me grow my business." I've considered rebranding several times and just recently redid my website. Since most of my business is based on my site, it was kinda like rebranding for me! Thanks again for the seemingly never-ending stream of amazing information.