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  • Abstract orange-to-pink halftone graphic for an article on rebranding versus brand strategy.

    Rebranding versus Brand Strategy: Knowing Which One Your Business Actually Needs

    A client call last week reminded me of a question I hear all the time: rebranding versus brand strategy, and which one a business actually needs. A VP of Marketing…

  • Frustrated woman in front of computer looking at competitor's new rebranding.

    Your Competitor Rebranded. Now What?

    The notification pops up on LinkedIn: Your biggest competitor just dropped a rebrand. It’s sleek. Bold. Everywhere. Your phone buzzes—the CEO’s asking, “Did you see what they did?” Your stomach…

  • A billboard with one large, all-cap word, "SOUL," crossed out

    How to Rebrand Without Losing the Soul of Your Company

    If there’s one thing I’ve learned from working with hundreds of brands over the last 25 years, it’s this: Branding is personal. Brand is reputation. It’s a reflection of self.…

  • Atomicdust Partner and Account Director Jesse McGowan reviews brand identity designs in the office

    How to Prove The ROI of Branding

    Bookmark this for when your CEO asks, “Will a rebrand really be a smart investment?”   You never know what type of questions you’ll get when you’re presenting to a…

  • Gradient swirls and grid representing 2 businesses merging with structure

    Rebranding After a Merger: What Marketing Teams Need to Know

    Companies are being built and sold faster than ever before. Every day, there are new startups, new products and new services. And every day, competitors join forces in the hopes…

  • Warehouse management system branding for InfoPlus on a billboard

    How a Rebrand Put InfoPlus Clients at the Center of Everything

    Pandemic-era shortages showed us all how fragile supply chains can be, from production and warehousing to shipping and last-mile delivery. InfoPlus sits at the center of the mayhem. As a…

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    Ideas on branding, marketing and web design.

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    • We Rewrote Our Healthcare Marketing Guide for the AI Era

      We Rewrote Our Healthcare Marketing Guide for the AI Era

      Back in 2016, we published a guide called Content Marketing: A Guide for Healthcare Marketing Managers. It told…

    • Rebranding versus Brand Strategy: Knowing Which One Your Business Actually Needs

      Rebranding versus Brand Strategy: Knowing Which One Your Business Actually Needs

      A client call last week reminded me of a question I hear all the time: rebranding versus brand…

    • Brand Due Diligence: The Risk You’re Not Measuring

      Brand Due Diligence: The Risk You’re Not Measuring

      This is for my friends in private equity. From my experience, private equity firms stress-test everything. Cap tables.…

    • Three Ingredients for M&A Brand Systems

      Three Ingredients for M&A Brand Systems

      I love watching that Netflix show, “Chef’s Table”. In a Michelin-starred restaurant’s kitchen, every person has a station.…

    • Branding by Committee: You Don’t Ask Everyone Where the Couch Goes

      Branding by Committee: You Don’t Ask Everyone Where the Couch Goes

      I was scrolling the other day and read that a medical device business got carved out of its…

    • Sleep Scores and Search Rankings: Over-Optimized and Under-Felt

      Sleep Scores and Search Rankings: Over-Optimized and Under-Felt

      As a society, we’ve started letting the metric make the decision instead of informing it. I’m a recovering…

    • How We Built Our Website With AI (Oh Yeah, and People)

      How We Built Our Website With AI (Oh Yeah, and People)

      Fifteen years is a long time to have the same website. Our old website did the job. It…

    • A Repeatable Marketing Strategy Framework

      A Repeatable Marketing Strategy Framework

      Originally published in February 2015. Rewritten in July 2026, because AI changes marketing execution. When I first became…

    • We Rewrote Our Healthcare Marketing Guide for the AI Era

      We Rewrote Our Healthcare Marketing Guide for the AI Era

      Back in 2016, we published a guide called Content Marketing: A Guide for Healthcare Marketing Managers. It told…

    • Rebranding versus Brand Strategy: Knowing Which One Your Business Actually Needs

      Rebranding versus Brand Strategy: Knowing Which One Your Business Actually Needs

      A client call last week reminded me of a question I hear all the time: rebranding versus brand…

    • Brand Due Diligence: The Risk You’re Not Measuring

      Brand Due Diligence: The Risk You’re Not Measuring

      This is for my friends in private equity. From my experience, private equity firms stress-test everything. Cap tables.…

    • Three Ingredients for M&A Brand Systems

      Three Ingredients for M&A Brand Systems

      I love watching that Netflix show, “Chef’s Table”. In a Michelin-starred restaurant’s kitchen, every person has a station.…

    • Branding by Committee: You Don’t Ask Everyone Where the Couch Goes

      Branding by Committee: You Don’t Ask Everyone Where the Couch Goes

      I was scrolling the other day and read that a medical device business got carved out of its…

    • Sleep Scores and Search Rankings: Over-Optimized and Under-Felt

      Sleep Scores and Search Rankings: Over-Optimized and Under-Felt

      As a society, we’ve started letting the metric make the decision instead of informing it. I’m a recovering…

  • When to Rebrand a Professional Services Firm?

    When to Rebrand a Professional Services Firm

    If you’re an owner or marketing leader at a professional services firm, you’ve probably asked (or been asked) the classic question: when is the right time to rebrand? Rebranding is…

  • Independent media agency True Media's new brand identity and tagline, "Find What's True"

    Embracing Authenticity: The Story of True Media’s Rebrand

    You’ve been there. Sometimes an idea seems too obvious. Too on the nose. You push it out of your mind. You look at the problem from a thousand angles. You…

  • Illustration of a person repainting the word "brand" with a new color to represent a rebranding announcement

    Perfecting Your Rebranding Announcement & Rollout Plan

    It’s time to launch a rebrand. After months of brand development spent strategizing, writing, designing and editing, how you share a rebrand with the world is important; first impressions matter.…

  • Rebranding and Logo design

    Does Rebranding Always Mean Changing Your Logo?

    Often when a new client comes in to talk to us about a marketing project or a new website, we’ll mention that it might be a good time to consider…

  • New Branding and signage on the Central Federal Building

    A Modern Rebrand You Can Bank On

    When Central Federal, a full-service community bank, needed to change perceptions and increase their customer base, they turned to Atomicdust for a modern rebrand. Located in downtown Rolla, right across…

  • Atomicdust Premium Retail Branding and Marketing

    A Rebrand for Premium Retail Services Brings New Energy to Retail

    For more than 30 years, Premium Retail Services has helped major manufacturers and retailers connect with customers, build brand awareness and drive sales. But retail is changing quickly, and Premium…