Philip Guiliano

In 2015, HP made the strategic decision to split into HP and Hewlett-Packard Enterprise, resulting in the creation of two new Fortune 50 companies. In partnership with Siegel+Gale, the BrandActive team were brought in to help the organization understand the cost implications of change across all branded assets around the world. This scenario planning exercise quickly helped HP and HPE decide the right budget and approach to brand conversion. Our team then helped the organization develop… Show more

In 2015, HP made the strategic decision to split into HP and Hewlett-Packard Enterprise, resulting in the creation of two new Fortune 50 companies. In partnership with Siegel+Gale, the BrandActive team were brought in to help the organization understand the cost implications of change across all branded assets around the world. This scenario planning exercise quickly helped HP and HPE decide the right budget and approach to brand conversion. Our team then helped the organization develop detailed implementation plans and manage the conversion of key assets to launch and on to completion of the roll-out. Show less

In late 2015, Verizon launched a new brand identity, strategic positioning, and visual system that resulted in the complete rebrand of all branded assets within the Verizon portfolio. Months prior to this, BrandActive was engaged to assist the organization with identifying the scope of the change, conduct scenario planning around cost, timing, and impact options for the brand conversion. Philip and the BrandActive team developed cost estimates and implementation plans for various approaches… Show more

In late 2015, Verizon launched a new brand identity, strategic positioning, and visual system that resulted in the complete rebrand of all branded assets within the Verizon portfolio. Months prior to this, BrandActive was engaged to assist the organization with identifying the scope of the change, conduct scenario planning around cost, timing, and impact options for the brand conversion. Philip and the BrandActive team developed cost estimates and implementation plans for various approaches that enabled the organization to select the right implementation approach based on the brand objectives and business realities. Our team then went on to support the client through all phases of implementation across all major assets including detailed work on the signage and fleet conversions. Show less

Worked with Medtronic and Covidien prior to deal closure to scope the impending branded asset change and then to provide different brand and branded asset change scenario options with their associated costs in order to enable fiscally responsible brand decision making. Our role was also to help minimize the cost of the change, while also helping the organization take advantage of the many opportunities a merger like this presents to reduce the fiscal impact of the brand unification.

The Unify brand was successfully launched in October 2013 across 30 countries globally. With only 5 months for BrandActive to work with Unify to budget, plan, and manage the roll-out, this holistic brand conversion was executed across all branded assets (signage, uniforms, documents and forms, IT, HR, etc) in a tight 2 week roll-out period. BrandActive established optimized budgets for the transition, established transition strategies for all assets, created project plans, established a global… Show more

The Unify brand was successfully launched in October 2013 across 30 countries globally. With only 5 months for BrandActive to work with Unify to budget, plan, and manage the roll-out, this holistic brand conversion was executed across all branded assets (signage, uniforms, documents and forms, IT, HR, etc) in a tight 2 week roll-out period. BrandActive established optimized budgets for the transition, established transition strategies for all assets, created project plans, established a global project management organization and help desk, and led the organization through the conversion finishing on-time and under budget. Show less

When Warren Buffet and HSF Affiliates bought Prudential Real Estate, they worked with Interbrand to define a brand strategy that resulted in the first consumer facing application of the Berkshire Hathaway brand and the creation of Berkshire Hathaway Home Services (BHHS). BrandActive partnered with BHHS and HSF Affiliates to define the scope of the transition, set budgets for the change, establish transition strategies for key assets, organize the program, and then manage the implementation of… Show more

When Warren Buffet and HSF Affiliates bought Prudential Real Estate, they worked with Interbrand to define a brand strategy that resulted in the first consumer facing application of the Berkshire Hathaway brand and the creation of Berkshire Hathaway Home Services (BHHS). BrandActive partnered with BHHS and HSF Affiliates to define the scope of the transition, set budgets for the change, establish transition strategies for key assets, organize the program, and then manage the implementation of key assets. This included setting up a brand implementation management system to lead brokers/agents through the conversion of their locations and assets. Show less

BrandActive has a long standing relationship with Caterpillar. We were first engaged to lead their dealer implementation across nearly 100 countries and over 1000 locations. We then were engaged to plan and manage the brand transition of their largest acquisition, Bucyrus, which resulted in the creation of the Caterpillar Global Mining Division. BrandActive continues to support Caterpillar Global Brand Management with various aspects of vendor strategies, vendor education, brand standards and… Show more

BrandActive has a long standing relationship with Caterpillar. We were first engaged to lead their dealer implementation across nearly 100 countries and over 1000 locations. We then were engaged to plan and manage the brand transition of their largest acquisition, Bucyrus, which resulted in the creation of the Caterpillar Global Mining Division. BrandActive continues to support Caterpillar Global Brand Management with various aspects of vendor strategies, vendor education, brand standards and technical specifications, and other brand management activities. Show less

Foote Health System out of central Michigan rebranded to Allegiance Health. Interval out of Minneapolis did the brand strategy and creative design and BrandActive was brought in to set the budgets and do the implementation planning and management. BrandActive lead them through successful launch of the brand and completed the cost-effective and impactful transition a year later. BrandActive is still engaged for various brand management roles including the implementation of our BrandHub system (a… Show more

Foote Health System out of central Michigan rebranded to Allegiance Health. Interval out of Minneapolis did the brand strategy and creative design and BrandActive was brought in to set the budgets and do the implementation planning and management. BrandActive lead them through successful launch of the brand and completed the cost-effective and impactful transition a year later. BrandActive is still engaged for various brand management roles including the implementation of our BrandHub system (a healthcare brand management solution). Show less

Medstar Health changed their brand architecture to more prominently unify the system under the Medstar banner. The organization worked with BrandSavvy on the brand strategy and creative. BrandActive was brought in to create the budgets for the transition of all of their assets from vehicles and uniforms right down to documents and forms and floor mats). We also engaged with them around scenario planning various launch and completion scenarios to find the right mix of cost, time, quality, and… Show more

Medstar Health changed their brand architecture to more prominently unify the system under the Medstar banner. The organization worked with BrandSavvy on the brand strategy and creative. BrandActive was brought in to create the budgets for the transition of all of their assets from vehicles and uniforms right down to documents and forms and floor mats). We also engaged with them around scenario planning various launch and completion scenarios to find the right mix of cost, time, quality, and impact to suit their brand and business objectives. Finally, we created the project plans to execute the transition and managed the tactical execution of the implementation on time and on budget. Show less

Complete rebranding of over 5000 retail locations, 60 corporate offices, and nearly 100,000 points of purchase across the US, Mexico, Brazil, Chile, Argentina, and Peru. While Landor worked on the brand strategy and creative design, BrandActive created the brand Implementation scenario plans, set budgets, created market and location prioritizations, created the asset transition strategies, established the project plans, and developed the project organization for the physical asset transition of… Show more

Complete rebranding of over 5000 retail locations, 60 corporate offices, and nearly 100,000 points of purchase across the US, Mexico, Brazil, Chile, Argentina, and Peru. While Landor worked on the brand strategy and creative design, BrandActive created the brand Implementation scenario plans, set budgets, created market and location prioritizations, created the asset transition strategies, established the project plans, and developed the project organization for the physical asset transition of signage, retail environments, vehicles, uniforms, documents and forms, IT systems, and literally every other branded asset. Show less

Washoe Health was rebranded to Renown Health in partnership with their agency, Monigle Associates. BrandActive was brought in to scope, budget, and plan for a secret and complete overnight transition of the hospital signage, wayfinding, vehicles, and other major customer and employee touchpoints. After achieving a successful launch, we stayed on to help the organization maintain momentum to continue transitioning the lower priority items over the months to come.