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Wise words from The Times - Mark Hunter

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Budget wisely – Paul Veness is director of Endpoint, a brand implementation company that is managing the Abbey building society’s rebrand to Santander. It is his job to put the ideas dreamt up by the design agency into practice. “We have to make sure that all the new signage and branding goes up in every building, on every site and in every branch,” he said. “What people don’t always realise is that the implementation costs can be 20 to 30 times the design budget.”

Get local buy-in – A company’s rebrand is doomed to failure if it cannot convince its own staff. It is vital, therefore, that staff on the front line are kept informed at every stage of the rebranding process. “Communication is key,” Mr Veness said. “You need to be constantly in touch with the site managers.”

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