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Brand Implementation with TenTen

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, Consultants Collective member consultant 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!

Useful Links:

Brand Implementation 101

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.

Douglas Spencer

Douglas Spencer

Douglas Spencer is a Consultants Collective member consultant and a brand strategist with more than 20 years of experience in marketing and branding. He has worked with professionals from around the world in verticals such as financial and professional services, healthcare, biotech, media, and nonprofit. Before starting Spencer Brenneman he was most recently Vice President, Global Head of Brand Management for Thomson Reuters, a leading provider of intelligent information with offices in more than 100 countries worldwide. In that role, he guided the migration of the multiple Thomson and Reuters businesses to form the new Thomson Reuters brand which consistently ranked within the top 50 of Interbrand's Best Global Brands survey. He is also the author of Do They Care? The one question all brands should ask themselves, continually, a book that shows business leaders how they can create meaningful connections with customers, employees, and others. Douglas is a frequent speaker on how strong brands improve business performance through strategic alignment, employee engagement, brand governance, verbal and visual identities and more.

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