Rebranding: Sourcing Nightmare or Opportunity – Part II of II

November 15th, 2011

When it’s time to rebrand, how can you use this to be an opportunity to leverage existing contracts?

Today’s post is by Mark Davis; Vice President of Operations and CTO at SafeSourcing.

Yesterday we discussed how a company can begin to include its procurement team into the process of preparing for a re-branding effort.  Meeting with the Marketing team to understand the scope of the rebranding and timeline it will occur within can help determine the categories affected and the priority determined based on need, contract expiration and importance to the re-branding project. 

Today we will focus on four of the major areas that can be affected by a re-branding effort and that historically have led to strong savings when sourced and leveraged with increased re-branding budgets.

External Marketing Items – This category is one that will typically  be involved with re-branding projects.  It includes items that are used by employees in a variety of ways and that carry the corporate message and image.  Business cards, letterhead, and promotional items  usually carry the company logo and will need to be ready at the milestone in the timeline for when the re-branding will become public.  Also included in this category are website changes and other marketing literature such as brochures that will need to be refreshed and have strong savings potential.

Uniforms – In some cases company uniforms will be included in the category above as logoed clothing will be handled by one of the companies that provide other external marketing items.  For some companies, employee uniforms are a much larger part of their business and are handled by a uniform company that keeps an inventory of their uniforms. Due to the fact that changing branding on these items generally comes at an additional expense, this category can become complicated and is a big reason for handling it separately. 

Construction – This category can include everything from new construction, to remodeling existing buildings.  When it is included in the scope of the re-branding effort it can encompass furniture changes, signage changes, and as in the case mentioned in yesterday’s blog with Haggen, it can include changing the entire layout of a building.  Many times companies will have existing relationships established with vendors for these types of projects but the increased spend from a re-branding effort offers a good point of discussion with these vendors to ensure you are getting the best pricing.

Transportation – For those companies with branded vehicles either owned or leased, this category generally comes in a secondary phase of rebranding once the categories above have been dealt with.  The depth and breadth of changing this category over make a complex category however because of that and the spend associated with making it happen, it is one that frequently comes with opportunities for increased savings.

For more information on preparing your sourcing projects related to a re-branding effort, please contact a SafeSourcing Customer Service Representative.  

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