TenTen's insights on brand implementation strategy

Rebranding insights from brand implementation specialists.
With over 100 successful brand launches, we are constantly thinking about perfecting our rebrand practices, brand transformations, and other lessons we share with you here.

THOUGHT

Brand Implementation: The Often Overlooked Key to M&A Success

November 15, 2024

Effective brand implementation in M&A is a critical value driver that goes far beyond visual identity changes. Companies that treat it as a strategic priority rather than an administrative task can significantly reduce integration costs, accelerate stakeholder adoption, and enhance deal value.

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Mastering Global Brand Transformations

November 14, 2024
20240919

Eric Holtzclaw interviews Darren Horwitz, founder of TenTen Group, on "The Claw" podcast about global brand transformations.

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Considerations for Agencies Managing Rebrands

November 11, 2024
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Sharon Toerek hosts Darren Horwitz on the The Innovative Agency as they explore the art and science of successful rebranding. The heart of the discussion centers around Darren’s philosophy of "brand empathy" - a powerful approach that transforms how agencies connect with clients and their audiences.

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THOUGHT

Lessons from 100 Brand Implementation Plans

October 28, 2024

After guiding hundreds of organizations through successful rebrands, we've gained deep insights into what makes these transformations succeed—or struggle. While every organization's journey is unique, we consistently see aspects of brand implementation being overlooked or underestimated.

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Thought
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The Critical Role of Rebrand Implementation Experts

October 9, 2024

In the complex world of corporate branding, a crucial yet often overlooked and misunderstood specialty exists - rebrand implementation.

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rebrand implementation, brand implementation
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One vs. many: selecting an agency strategy for brand transformation

August 12, 2024
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During our discussion with Peter, we dove deep into the topic of agency/workstream management. In particular, we focused on whether to hire a large, lead agency to manage all subspecialties versus contracting with several smaller agencies to fulfill rebrand workstreams.

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Branding is in the details

July 16, 2024
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Raj Lulla interviews Darren about implementing brands down to the smallest details on the Growing a Fruitful Brand podcast.

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Brand Implementation for Small & Medium Businesses

July 8, 2024
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John Troman hosts Darren Horwitz on Not Another Marketing Podcast where they talk about a holistic approach to brand change.

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THOUGHT

Managing Expectations in Rebranding Projects

June 24, 2024
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Andy Culligan hosts Darren on This is Your Captain Speaking podcast where they dive into the nuances of brand implementation.

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THOUGHT

Navigating the highest order of brand change

June 24, 2024
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Siegel+Gale brought us in to begin working with The U.S. Army in November of 2021, which was 1.5 years prior to brand launch.

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Thought
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The Intersection of Branding and Deals

June 4, 2024
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Corey Kupfer hosts Darren Horwitz on Deal Quest Podcast where they talk about the role branding plays in deal making.

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THOUGHT

The Critical Role of Brand Strategy in Business Success

May 14, 2024
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Mario X. Carrasco hosts Darren Horwitz on The New Mainstream Podcast to discuss the role of rebranding and brand implementation in supporting business strategy.

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THOUGHT

Rebranding a spin off with legacy brand elements

April 9, 2024
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Cynthia White is the Brand Operations Manager at GE HealthCare where she led the rebrand migration as GE HealthCare spun off from GE, establishing itself as a separate publicly traded company.

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Rebranding a 30-year-old business in three months

January 23, 2024
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Lauren Peterson, the Director of Sales & Marketing at B:Side Capital and B:Side Fund, believes that strategic branding and thoughtful outreach are essential for the success of any organization.

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Thought
THOUGHT

Business Choreography Podcast: Unleashing the Power of Strategic Branding

January 23, 2024
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Michael Johnson engages Founder Darren Horwitz in a conversation about what it means to help companies “choreograph” brand implementation efforts.

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THOUGHT

Rebranding for future growth

December 4, 2023
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Danielle Ruess-Saltz, a global marketing leader,. illuminates the influence brand can have on investor and customer perceptions

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Mastering Brand Implementation

November 9, 2023
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Darren joins Kay Putnam to talk about mastering brand implementation on the Brand Gravity podcast. They delve into common underestimations of rebranding and important strategies to consider as companies navigate change internally and externally.

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plan, build, manage, launch & rollout, timelines, employee engagement, celebrations
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THOUGHT

5 critical steps to ensure your acquisition is brand-ready

October 25, 2023
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Planning for an acquisition is much like planning for a rebrand given the degree of organizational change and importance of bringing people along. Will you be prepared by the time the deal closes?

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Thought
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Branding and Rebranding

September 26, 2023
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Audrey Strong and Lee Smith host Darren on the Manage Smarter podcast, a fast-paced and humorous discussion of the challenges facing managers from the front lines to the C‑Suite. This short discussion covers a number of topics around rebranding and brand implementation.

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plan, build, manage, launch & rollout, timelines, employee engagement, celebrations
Thought
THOUGHT

Planning for large-scale brand transformation

August 28, 2023
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Liz Olson is a brand and marketing leader with over 20 years invested in answering the question, “What makes a great brand?”

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Socializing the brand implementation plan early

June 21, 2023
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Ron Brissette is a Director at Slalom, a purpose-led, global business and technology consulting company. Ron has worked on several rebrands on the client side and agency side. During our conversation, Ron discussed how his past experience encouraged him to refine his approach to brand implantation. 

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Building a transformational brand

May 3, 2023
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Mark Gromek is the Chief Marketing & Underwriting Officer for Builders, a regional leader in property and casualty insurance and trusted partner for builders and small businesses of all kinds since 1992.

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Article
THOUGHT

Understanding the entirety of a healthcare rebrand

March 6, 2023
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Being a part of planning four healthcare rebrands, we asked Ryan Perkins to, "Tell Us About Your Rebrand," learning about the go or no-go decisions he was able to make by understanding the detailed nature of brand implementation.

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Article
THOUGHT

Expediting GE HealthCare's rebrand planning

March 3, 2023
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Having just completed the implementation plan for GE Aviation, we created an implementation hypothesis inclusive of prioritized workstreams and timing as well as resourcing recommendations.

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Protect the brand you’ve worked so hard to build

January 17, 2023
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Regardless of your brand’s tenure, it’s important to think about what it needs to be successful inside and outside of your organization. This doesn’t mean a rebrand is necessary. At TenTen, we believe there is a lot you can do to protect your existing brand.

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Thought
THOUGHT

Celebrating 100 Rebrand Plans

October 10, 2022
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We did it! 100 clients across industries, 100 brand changes and 100 success stories.

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THOUGHT

Deconstructing the masterbrand strategy

August 30, 2022
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For years, organizations have been following the trend of adopting a Masterbrand strategy. However, the opposite trend is starting to gain momentum.

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Thought
THOUGHT

Communicating with employees isn’t a one-way street

July 19, 2022
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How do you encourage employees to listen, learn and care about what leadership has to say about brand change? Read our conversation with Kerri Warner, Global Head of Leadership Development & Engagement at Mastercard to learn about her approach to employee engagement.

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build, manage, employee engagement
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THOUGHT

What Kellogg’s should be thinking about as they split into three companies

July 14, 2022
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Starting with a sound business strategy is always paramount, but what does this mean for the pending new brands? Given that we geek out on brand change, here are the top 3 things Kellogg’s should be considering as they launch and implement their new brands.

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plan, launch & rollout, resourcing, timelines, budgeting, employee engagement
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Why financial services brands are changing in a world of fintech

June 27, 2022
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With new fintech market entrants and surging M&A activity in the financial services space, the future of the industry is continuously evolving. A few important questions get us thinking about the role of brand during an organization’s adoption of fintech.

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plan, manage, launch & rollout
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Going beyond brand guidelines to engage and educate internal audiences

June 8, 2022
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You’ve worked diligently on creating a new brand and now you’re finally ready to launch and roll it out. Now is a good time to ask, “Are guidelines enough to engage and educate my organization around brand change?”

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manage, launch & rollout, employee engagement
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THOUGHT

Refresh or rebrand? Take a closer look at what your business needs.

May 6, 2022
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As your industry changes, do you get the sense that your brand is tiring, or perhaps not working as hard as it could? Fortunately, rebranding is not the only path to achieving brand and business goals.

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plan, manage, resourcing
Thought
THOUGHT

Common Underestimations of Rebranding

April 18, 2022
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After 100 plans we’ve learned a lot about what organizations commonly underestimate when it comes to brand change.

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plan, launch & rollout, resourcing, timelines, budgeting, employee engagement
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Building consensus when it comes to rolling out higher education brands

March 30, 2022
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Higher education institutions garner the utmost loyalty from their constituents. That’s why changes to their brands must be purposeful and thoughtfully implemented – this starts with building consensus.

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plan, launch & rollout, timelines, employee engagement
Thought
THOUGHT

When to announce your new brand name before revealing the logo

March 7, 2022
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Is it right or wrong to announce the name of your brand before revealing the logo? This question turns out to be exceptionally triggering for business executives. There are several reasons why it can be the right choice to announce the name first, then follow with logo.

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plan, launch & rollout, employee engagement, celebrations
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THOUGHT

The Most Complex Brand Implementations of 2021

February 23, 2022
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In 2021, some big names rebranded after years of repping their old symbol. We celebrate these complex rebrands.

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build, launch & rollout, timelines
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New Brand, New Logo…Now What?

January 19, 2022
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Your organization has determined it needs to undergo a rebrand. “Now what?” It’s never too late to start planning. We recommend asking a few questions to get the ball rolling.

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plan, build, manage, launch & rollout, resourcing, timelines, budgeting, employee engagement
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How much does it cost to implement a rebrand?

December 2, 2021
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As part of the brand implementation planning process, we help clients arrive at a budget to provide leadership with a clear picture of cost.

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plan, launch & rollout, resourcing, budgeting
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Three branding questions every PE firm should ask

November 22, 2021
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An organization’s brand is one of the most valuable assets, which is why it’s imperative that brand be aligned to long-term business goals and growth strategies.

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plan
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Who does the work?

October 26, 2021
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Rebranding happens alongside your day job. Which raises the question, “who does the work leading up to launch and beyond?”‍

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plan, launch & rollout, resourcing
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Your employees need to be your biggest champions. Why you need to give them more than a new logo.

February 2, 2020
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Logo’d give-aways are fun and a great way to showcase your new brand. But, how you involve, educate and inspire employees to be active ambassadors of the brand is just as important as updating your logo and changing over marketing materials.

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employee engagement
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How to increase brand consistency by understanding the needs of your brand users

May 12, 2020
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It’s no longer enough to say, “here are the guidelines” and expect consistent use of the brand at every experience. Successful brands create a dialogue with their brand users.

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build, manage, employee engagement
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TenTen Implements Summit Health Rebrand

April 26, 2021
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From the merger of Summit Medical Group and CityMD was born a new brand, Summit Health. And we were honored to play a role managing implementation planning and execution, creative production, sign design and template generation.

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plan, build, launch & rollout, celebrations
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Speaking Brand Implementation

April 15, 2021
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Douglas Spencer hosts TenTen Founder, Darren Horwitz, on Spencer Brenneman’s podcast, Messaging on a Mission. Focused on making a difference in the world through telling stories, Spencer Brenneman sought out Darren’s advice on what it takes to implement a rebrand.

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plan, build, manage, launch & rollout, timelines, employee engagement, celebrations
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THOUGHT

Designing a Visual System that “Redefines Live”

May 14, 2021
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In Freeman’s pursuit to “redefine live,” the leader in global events focused on modernizing their brand. Having first established a new logo, a set of primary colors and font family, we then partnered with their internal creative and marketing teams to extend the visual design system.

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build, launch & rollout
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THOUGHT

The value of a brand implementation plan

August 18, 2021
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Important decisions require a great deal of effort, which almost always benefit from a solid plan of attack. Think about building a house. There is a proven and methodical process to building a house that generates the best result – and we think about brand implementation in the same way.

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plan, launch & rollout, resourcing, timelines, budgeting, employee engagement
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THOUGHT

The time it takes

September 20, 2021
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When’s the ideal time to start thinking about brand implementation? On our road to 100 rebrands, we’ve seen it all. From those who get an early jump on implementation planning, to those who need to launch as soon as possible and seek to understand what’s viable.

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plan, launch & rollout, timelines
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Having a well defined brand activation plan increases efficiency, consistency and savings

April 22, 2019
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Changing your brand is a powerful way to transform your business. However, transformation can come with high costs to both your budget and your brand’s equity. Based on years of experience we have learned, time and again, that a few key activities upfront will save your budget, strengthen your work

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plan, resourcing, timelines, budgeting
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THOUGHT

Why credit unions should invest in their brands

March 9, 2019
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Credit Unions have seen tremendous growth over the past decade but are facing a challenging problem with their member base—it’s dominated by an older age group that will only decrease in numbers with time.

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build, manage, resourcing
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THOUGHT

There’s more to launching a brand than launching a logo

March 9, 2019
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When going through a rebrand, people often mistakenly think that once a logo is ready, they’re ready to launch. Whether it be from excitement or anxiety, they want to launch quickly. However, what many fail to realize is that there’s a lot more to launching a brand than just debuting a new logo...

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plan, launch & rollout, employee engagement
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THOUGHT

Optimizing your brand without breaking the bank

April 14, 2020
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Maybe you’ve seen the show, “Love It or List It” on HGTV. It’s a simple premise; two hosts (she an interior decorator and he a real estate agent) compete to win over a couple’s choice in either staying in the house they currently own by remodeling it or moving to a new dream house.

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manage, resourcing, budgeting
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THOUGHT

TenTen turns five!

June 2, 2020
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While our attention has obviously been focused on more serious issues, we wanted to take a brief moment to enjoy our birthday and share our appreciation. We feel so proud of where we are and so fortunate to have had the support of our families, our friends, our colleagues and our clients.

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celebrations
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ARTICLE

Rebranding Demystified

June 8, 2021
20210608

At TenTen, we understand that your rebrand represents much more than just a new logo. It’s a moment of great transformation for your organization. But that doesn’t mean you need to break the bank getting there.

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plan, resourcing, budgeting, employee engagement
ARTICLE

Implementation 101: Rebranding made easy

March 15, 2021
20210315

At TenTen, we understand that your rebrand represents much more than just a new logo. It’s a moment of great transformation for your organization. But that doesn’t mean you need to break the bank getting there.

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plan, launch & rollout, resourcing, timelines, budgeting, employee engagement
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