{"id":1673,"date":"2022-04-20T12:53:51","date_gmt":"2022-04-20T10:53:51","guid":{"rendered":"https:\/\/thebrandproject.com\/?p=1673"},"modified":"2023-11-23T11:01:51","modified_gmt":"2023-11-23T10:01:51","slug":"yes-det-er-pa-tide-med-en-rebrand","status":"publish","type":"post","link":"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/","title":{"rendered":"\u00c5 lede en rebranding prosess"},"content":{"rendered":"\n<section class=\"block post-intro      first\">\n\n<div class=\"wrapper grid-12 \">\n    <div class=\"img-wrapper fade-me \">\n        <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>             <\/div>\n\n     <div class=\"title fade-me\">\n        \u00c5 lede en rebranding prosess     <\/div>\n\n    <div class=\"excerpt fade-me\">\n        Dere har n\u00e5 tatt det store (og definitivt skremmende) valget om \u00e5 rebrande selskapet, produktet\/og eller tjenesten deres &#8211; s\u00e5 hva n\u00e5? I denne artikkelen g\u00e5r vi stegvis gjennom reisen dere st\u00e5r ovenfor og hvordan navigere seg gjennom denne berg-og-dal-banen.      <\/div>\n\n     \n<\/div>\n\n\n\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small .svg-wrapper{height:48px!important}section.post-intro .wrapper .title{-webkit-box-ordinal-group:2;-ms-flex-order:1;order:1;padding-top:12.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro .wrapper .img-wrapper{position:relative;-webkit-box-ordinal-group:3;-ms-flex-order:2;order:2;-ms-grid-column:2;-ms-grid-column-span:10;grid-column:2\/12}section.post-intro .wrapper .img-wrapper img{height:auto}section.post-intro .wrapper .excerpt{-webkit-box-ordinal-group:4;-ms-flex-order:3;order:3;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:8;grid-column:1\/9}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:8;grid-column:1\/9}section.post-intro .wrapper.aligngrid .border{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;height:1px;background-color:black;width:100%;display:block;-webkit-box-ordinal-group:5;-ms-flex-order:4;order:4;margin-top:1.875rem}@media screen and (max-width:63.6875em){section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .border{margin-top:0}}section.post-intro.work .wrapper .img-wrapper{position:absolute;width:100%;height:60vh;z-index:-1;left:0px;-webkit-box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12);box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12)}section.post-intro.work .wrapper .img-wrapper img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}section.post-intro.work .wrapper .img-wrapper .logo{position:absolute;bottom:3.125rem;left:6.25rem;max-width:15rem;max-height:6.25rem;width:auto;height:auto;-webkit-box-shadow:none;box-shadow:none}section.post-intro.work .wrapper .title{padding-top:70vh;-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro.work .wrapper .excerpt{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.875rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}@media screen and (max-width:63.6875em){section.post-intro .wrapper .title{padding-top:8.75rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10}section.post-intro .wrapper .img-wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-top:0.75rem}section.post-intro.work .wrapper .img-wrapper{height:50vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:3.75rem}section.post-intro.work .wrapper .title{padding-top:55vh;-ms-grid-column:1;-ms-grid-column-span:10;grid-column:1\/11;font-size:4.125rem;line-height:4.9375rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:1.125rem;line-height:1.8125rem;margin-top:0}}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{padding-top:6.875rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10;font-size:2.5rem;line-height:2.8125rem;grid-column:1\/13}section.post-intro .wrapper .excerpt{margin-top:0;font-size:1.125rem;line-height:1.75rem}section.post-intro.work .wrapper .img-wrapper{height:70vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:1.25rem}section.post-intro.work .wrapper .title{padding-top:75vh;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:2.5rem;line-height:2.8125rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{line-height:1.375rem}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   post\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  \">\n        \n        \n        <div class=\"content \">\n            <div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Som belyst i den f\u00f8rste artikkelen i v\u00e5r rebrand-serie,<\/span> <a href=\"https:\/\/thebrandproject.no\/pa-tide-med-en-rebrand-hmm-kanskje\/\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm h-ldquo\">\u201c<span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qoxwesz65zmz87ztz79zz78zrz65zrz72zz73zz80zz122zz84zwz66zz74z9pz80zz67zz81z3z85zz90z9z79z5\"><em>P\u00e5 tide med en rebrand? Hmm. Kanskje<\/em><\/span><\/span><\/span><\/a><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">.\u201d, finnes det<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> 7<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> vanlige \u00e5rsaker som vanligvis er med p\u00e5 \u00e5 guide l<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">edelsen<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> frem til en slik avgj\u00f8relse.<\/span><\/p>\n<p>Uansett \u00e5rsak, har selskapet sannsynligvis bygget opp en eller annen merkevareverdi over tid, enten det er eksternt eller en ren f\u00f8lelsesmessig intern tilknytning. Dette betyr ikke bare at man m\u00e5 \u00e5 ha en strukturert, ikke-partisk tiln\u00e6rming \u2013 men man m\u00e5 ogs\u00e5 s\u00f8rge for at alle i organisasjonen forst\u00e5r den strategiske \u00e5rsaken bak rebrandingen. Dette kommer vi tilbake til. Men f\u00f8rst, en kort oppsummering:<\/p>\n<\/div>\n<h5><span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>Hva mener vi med rebrand<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>?\u00a0<\/b><\/span><\/span><\/h5>\n<div>\n<p>En rebrand er et strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller manifestere en ny retning, og dekker hele prosessen fra \u00e5 gj\u00f8re en strategisk organisatorisk endring til \u00e5 oversette dette til et visuelt design.<\/p>\n<p>M\u00e5let er \u00e5 endre m\u00e5ten en organisasjon, selskap eller et produkt blir oppfattet og forst\u00e5tt av publikumet, interessentene og kundene. Hvorfor? For \u00e5 forbedre bedriftens resultater og vekstmuligheter.<\/p>\n<p>Dette kan for eksempel gj\u00f8res ved \u00e5 endre m\u00e5ten bedriften ser ut og f\u00f8les p\u00e5, hvordan kundereisen administreres, hvilke produkter som tilbys, eller hvordan det kommuniseres.<\/p>\n<\/div>\n<p><span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>Hvorfor vurderer vi en rebrand?<br \/>\n<\/b><\/span><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Det er <\/span><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/pa-tide-med-en-rebrand-hmm-kanskje\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/time-for-a-rebrand-well-maybe\/\">7 vanlige \u00e5rsaker som ofte f\u00f8rer til en rebrand<\/a><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">, men overordnet kan de deles inn i to scenarioer:<\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol class=\"listtype-number listindent1 list-number1\" start=\"1\">\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Et oppkj\u00f8p, fusjon eller integrasjon, eller endring av forretningsfokus \u2013 som betyr en stor endring av praksis.<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Synkende <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">bedrifts<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">resultater p\u00e5 alle niv\u00e5er \u2013 noe som resulterer i tap av ansatte, stagnasjon, negative veksttall og frafall av kunder.\u00a0<\/span>&nbsp;<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<h5><span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>Steg-for-steg guide til rebranding<\/b><\/span><\/span><\/h5>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2591 size-medium\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-720x373.png\" alt=\"\" width=\"720\" height=\"373\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-720x373.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-1280x663.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-768x398.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO-1536x796.png 1536w, https:\/\/thebrandproject.com\/wp-content\/uploads\/step-by-step-rebranding-infographic-NO.png 2048w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qoxwesz65zmz87ztz79zz78zrz65zrz72zz73zz80zz122zz84zwz66zz74z9pz80zz67zz81z3z85zz90z9z79z5\"><b>1. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Forst\u00e5 den strategiske \u00e5rsaken til en rebranding<br \/>\n<\/span><\/span><\/b><\/span>Du gjettet riktig, det f\u00f8rste steget (og sannsynligvis det viktigste) er \u00e5 s\u00f8rge for at alle forst\u00e5r den strategiske \u00e5rsaken som ligger bak beslutningen om en rebrand. Alle som er involvert m\u00e5 v\u00e6re p\u00e5 samme side, ellers risikerer man intern forvirring, noe som vil f\u00f8re til alvorlig ekstern forvirring.<\/p>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:<\/b> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Definer<\/span> et tydelig\u00a0<span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm h-ldquo\">\u201c<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz80ziz68zz70zz86zz79zdgz69zkz74zz77zjz77zz65zz89zz81z8z85zz67z4xf4z87zz72z9hz80z2d h-ldquo\">WHY\u201d<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm h-ldquo\">,<\/span> diskusjonspunkter <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz80ziz68zz70zz86zz79zdgz69zkz74zz77zjz77zz65zz89zz81z8z85zz67z4xf4z87zz72z9hz80z2d\">samt <\/span>sp\u00f8rsm\u00e5l<span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz80ziz68zz70zz86zz79zdgz69zkz74zz77zjz77zz65zz89zz81z8z85zz67z4xf4z87zz72z9hz80z2d\">, svar og del det med hele organisasjonen. <\/span>Transparens er n\u00f8kkelen<span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> her!<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<p><b>2. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Defin<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">e<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">r merkevareteamet og <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">governance-struktur<br \/>\n<\/span><\/span><\/b>En rebrand er en stor jobb. Enten kommer man til \u00e5 undervurdere tiden, ressursene og f\u00f8lelsene som er involvert, eller s\u00e5 vil man bli overveldet av st\u00f8rrelsen p\u00e5 prosjektet. Hvor begynner man? Hvem b\u00f8r v\u00e6re med? Hvordan skal man f\u00e5 tid til det? Det er dette punktet hvor de fleste bedrifter s\u00f8ker ekstern st\u00f8tte, for \u00e5 kunne drive prosessen med en kombinasjon av intern og ekstern kompetanse. N\u00e5r merkevareteamet og governance-struktur er p\u00e5 plass, kan man begynne \u00e5 lage roadmaps, prosesser, milep\u00e6ler og KPI\u2019er.<\/p>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:<\/b><\/span> Etabler governance basert p\u00e5 hvordan du tror prosjektet vil bli drevet fremover og inkluder alltid CEO\u2019en. S\u00f8rg ogs\u00e5 for at roadmaps er tilgjengelige for alle og fremhev viktige milep\u00e6ler og endringer som skjer underveis.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qoxwesz65zmz87ztz79zz78zrz65zrz72zz73zz80zz122zz84zwz66zz74z9pz80zz67zz81z3z85zz90z9z79z5\"><b>3. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Analys<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">e<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">r merkevaren<br \/>\n<\/span><\/span><\/b><\/span>N\u00e5r det praktiske er gjort og strukturen er etablert, er det p\u00e5 tide \u00e5 gj\u00f8re en grundig analyse av merkevaren. P\u00e5 dette tidspunktet er det allerede bestemt at det er i selskapets beste interesse \u00e5 rebrande, s\u00e5 denne analysen handler om \u00e5 forst\u00e5 hvor mye merkevareverdi og merkevarekapital selskapet har i markedet. Dette inkluderer en analyse av selskapets n\u00e5v\u00e6rende og fremtidige marked, konkurranselandskap, det visuelle universet, den interne kulturen og de n\u00e5v\u00e6rende og fremtidige kundene.<\/p>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:<\/b><\/span>Pr\u00f8v \u00e5 hold f\u00f8lelser utenfor. Hold dere objektive. Dette handler om fakta og man \u00f8nsker derfor \u00e5 f\u00e5 s\u00e5 mye fakta p\u00e5 bordet som mulig.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<p><b>4. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Defin<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">e<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">r og redefin<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">e<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">r de strategiske merkevareelementene<br \/>\n<\/span><\/span><\/b>Etter analysen av merkevaren vil du f\u00e5 en ganske klar id\u00e9 om trender og gap som finnes og dermed et godt utgangspunkt for \u00e5 definere eller redefinere selskapets behov for strategiske merkevareelementer. Merkeanalysene kombinert med den strategiske \u00e5rsaken til beslutningen vil legge grunnlaget for dette arbeidet.<\/p>\n<div>\n<p>For eksempel, hvis \u00e5rsaken til en rebranding er p\u00e5 grunn av en nedgang i bedriftens resultater og forretningsstrategien har endret seg som et resultat av dette vil man mest sannsynlig bruke mer tid p\u00e5 \u00e5 tilpasse form\u00e5let, visjonen og misjonen til den nye strategien.\u00a0P\u00e5 en annen side, h<span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">vis<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> \u00e5rsaken er en <\/span><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/ma-when-brand-matters-most\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/ma-when-brand-matters-most\/\">M&amp;A<\/a><\/span><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/ma-when-brand-matters-most\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/ma-when-brand-matters-most\/\">, <\/a><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">vil <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">man bruke mer tid p\u00e5 hvordan man skal implementere det nye oppkj\u00f8pet inn i den \u00a0eksisterende merkevareportef\u00f8ljen.<\/span><\/p>\n<\/div>\n<div>\n<p>De strategiske merkevareelementene inkluderer en definering og formulering av hvem selskapet er, hvorfor det eksisterer, hva man \u00f8nsker \u00e5 oppn\u00e5, hvordan man skal oppn\u00e5 det, og hvem man gj\u00f8r det for.<\/p>\n<p>Dette er den mulighet til \u00e5 g\u00e5 tilbake til selskapets merkevareplattform og evaluere:<\/p>\n<\/div>\n<ul>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Er det en hensikt med hva vi gj\u00f8r,<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> og hva er den?<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Er visjonen v\u00e5r relevant og realistisk? <\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Snakker vi til et nytt eller annerledes publikum?<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Hvordan vil nye merkevarer<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">,<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm h-ldquo\">\u201csub-brands\u201d<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> eller vertikaler<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> p\u00e5virke v\u00e5r n\u00e5v\u00e6rende plattform?<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Reflekterer<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> utseendet v\u00e5rt hvem vi \u00f8nsker \u00e5 v\u00e6re som selskap?<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">M\u00e5 vi endre produktene eller tjenestene v\u00e5re?<\/span><\/li>\n<\/ul>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:<\/b><\/span>S\u00f8rg for \u00e5 ha de rette menneskene tilstede under worshops tilknyttet prosjektet. Ikke glem \u00e5 g\u00e5 inn med et \u00e5pent sinn. For det det handler om \u00e5 prioritere hva som er riktig for merkevaren og kundene, ikke teamets personlige preferanse. Husk ogs\u00e5 at disse gjennomgangene b\u00f8r v\u00e6re basert p\u00e5 analysene av merkevaren og selve \u00e5rsaken til rebrandingen.<\/p>\n<p>&nbsp;<\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><b>5. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Defin<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">e<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">r \u00f8nsket posisjon<br \/>\n<\/span><\/span><\/b><\/span>Rebranding handler om \u00e5 endre oppfatningen av merkevaren i hodet til interessentene dine. For at det skal v\u00e6re mulig m\u00e5 man analysere den n\u00e5v\u00e6rende plassen merkevaren tar i deres sinn, og definere en fremtidig posisjon basert p\u00e5 selskapets nye strategiske fokus. Kartlegg selskapets posisjon hos kundene og andre interessenter, og hvor konkurrenter ligger i forhold til dette. Dette vil v\u00e6re det veiledende for videre vekst og utvikling av merkevaren.<\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:<\/b><\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Bestem deg for om du vil knytte den fremtidige posisjonen til konkurrentene eller til den aspirerte <\/span><em><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/arketype\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/archetype-your-business-but-why\/\">arketypen<\/a><\/span><\/em><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">. <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Denne beslutningen legger mange f\u00f8ringer p\u00e5 hvordan virksomheten skal drives, hvordan merkevaren skal oppf\u00f8re seg og hvilke strategiske beslutninger som m\u00e5 tas for at dette skal fungere.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><b>6. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Defin<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">e<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">r regler for merkevareopplevelse<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">n<br \/>\n<\/span><\/span><\/b><\/span>Merkevareregler kommuniserer hvordan organisasjonen b\u00f8r opptre overfor interessentene til daglig. Du s\u00f8rger med andre ord for at den totale merkevareopplevelsen er samkj\u00f8rt p\u00e5 tvers av alle interne og eksterne touchpoints.<\/p>\n<div>\n<p>Reglene b\u00f8r sentreres rundt kundens opplevelse. De b\u00f8r 1) definere handlingene som kreves for \u00e5 skape kundeopplevelser som bidrar til vekst for selskapet, og 2) hjelpe hele organisasjonen med \u00e5 v\u00e6re \u201con brand\u201d i all kommunikasjon.<\/p>\n<\/div>\n<p><strong>Tips: <\/strong>Lag merkevareregler som er unike for ditt selskap. Gj\u00f8r dem oppn\u00e5elige, enkle \u00e5 forst\u00e5, men likevel ambisi\u00f8se. Det er viktig at alle ansatte f\u00e5r eierskap til reglene \u2013 la de gjerne v\u00e6re med p\u00e5 \u00e5 finne ut hva dette betyr spesifikt for dem i det daglige.<\/p>\n<p>&nbsp;<\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><b>7. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Utvikle merkevarens identitet<br \/>\n<\/span><\/span><\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">I l\u00f8pet av prosessen vil sp\u00f8rsm\u00e5l rundt\u00a0<\/span><em><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\">den visuelle <\/a><\/span><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\">merk<\/a><\/span><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\">evare<\/a><\/span><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\">identiteten<\/a><\/span><\/em><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> dukke opp<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">.\u00a0<\/span>Dette vil mest sannsynlig vekke mange f\u00f8lelser, og trigge meninger. N\u00e5 kan man endelig matche den nye strategien med det visuelle uttrykket man \u00f8nsker \u00e5 formidle.<\/p>\n<div><\/div>\n<div>\n<p>Det er n\u00e5 magien skjer. Den \u00f8nskede posisjoneringen og strategien oversettes til visuelle elementer. N\u00e5 skapes noeh\u00e5ndfast som gir liv til strategien. Kanskje endrer man alt. Kanskje ender man opp med \u00e5 kun oppdatere fargene eller endre font. Uansett er det en prosess som b\u00f8r v\u00e6re basert p\u00e5 merkevarestrategien.\u00a0<span class=\"thread-728151974893305102362445 attrcomment attrcommentfirst thread-728151974893305102362445-first author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\" role=\"mark\" aria-details=\"comment-thread-728151974893305102362445\"><span class=\"comment-extra-inner-span\">Les mer om hvordan vurdere om du trenger en ny merkevareidentitet<\/span><\/span> <span class=\"thread-728151974893305102362445 attrcomment author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-lparen\"><span class=\"comment-extra-inner-span\">(eller<\/span><\/span><span class=\"thread-728151974893305102362445 attrcomment author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><span class=\"comment-extra-inner-span\">ikke) <\/span><\/span><em><span class=\"attrlink url thread-728151974893305102362445 attrcomment author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><span class=\"comment-extra-inner-span\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/brand-identities-are-living-organisms-are-you-treating-them-well\/\">her<\/a><\/span><\/span><\/em><span class=\"thread-728151974893305102362445 attrcomment author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><span class=\"comment-extra-inner-span\">.<\/span><\/span><\/p>\n<\/div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:\u00a0<\/b><\/span>Visuelle identiteter vekker vanligvis sterke(og personlige) f\u00f8lelser. S\u00f8rg derfor for \u00e5 en \u00e5pen dialog og hold dere objektive! Design skal ikke dekorere \u2013 det skal reflektere strategien og triggere reaksjoner blant kundene som f\u00f8rer til handling. Glem aldri den strategiske \u00e5rsaken til rebrandingen og merkevareanalysen.<\/p>\n<p><em><a href=\"https:\/\/thebrandproject.no\/merkevareidentiteter-er-levende-organismer-tar-du-godt-vare-pa-de\/\">Les artikkelen v\u00e5r om hva som m\u00e5 vurderes f\u00f8r et redesign<\/a><\/em><\/p>\n<p>&nbsp;<\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><b>8. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Tydeliggj\u00f8r og tilpass kommunikasjonen<br \/>\n<\/span><\/span><\/b><\/span>\u00c5 ta en ny posisjon krever vanligvis et nytt sett med verdiforslag og et nytt syn p\u00e5 hvordan merkevaren kommuniseres. Det vil si at selskapets budskap mest sannsynlig m\u00e5 endres internt og eksternt, slik at den gjenspeiles i den nye overordnede kommunikasjonsstrategien.<\/p>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:<\/b><\/span> Lag en kommunikasjon guide tilpasset de ulike m\u00e5lgruppene, internt og eksternt. Ikke overveld markedet. Start pent og rolig, gj\u00f8r det konkret og ikke overkompliser det.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><b>9. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Lag omfattende og helhetlige retningslinjer for hele merkevaren<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm h-lparen\">(ikke<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> kun<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm h-ldquo\">\u201chvordan<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> man skal bruke logoen\u201d)<br \/>\n<\/span><\/span><\/b><\/span>Retningslinjene ogs\u00e5 kjent som brand guiden, b\u00f8r omhandle alt som dreier seg om merkevaren. Hele merkevareplattformen, samt designelementer og kommunikasjonsbudskap b\u00f8r v\u00e6re lett tilgjengelig for alle i hele selskapet. Inkluder ogs\u00e5 hvordan man skal bruke alle elementene i ulike scenarioer, og hvordan man <strong>ikke <\/strong>skal bruke de.<\/p>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:\u00a0<\/b><\/span>Bruk en digital plattform for \u00e5 gj\u00f8re disse retningslinjene tilgjengelig for alle i selskapet. Husk at merkevaren tross alt er en levende organisme, og at den derfor IKKE b\u00f8r begrenses til en statisk pdf, eller gud forby \u2013 en PowerPoint \u2013 deralle strategier g\u00e5r for \u00e5 d\u00f8\u2026<\/p>\n<p>&nbsp;<\/p>\n<p><b>10. <span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Implementer den nye merkevarestrategien<br \/>\n<\/span><\/span><\/b>P\u00e5 dette tidspunktet er veien videre definert, og merkevareplattformen p\u00e5 plass. Det er n\u00e5 moroa virkelig begynner! N\u00e5 b\u00f8r du samle teamet ditt for \u00e5 g\u00e5 gjennom planen for hvordan den nye strategien skal implementeres &#8211; p\u00e5 tvers av alle touchpoints.<\/p>\n<\/div>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>T<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>ips:<\/b><\/span> Ha en \u201cinnsiden og ut\u201d tiln\u00e6rming. Involver forskjellige personer, fra ulike avdelinger i selskapet for \u00e5 tilpasse merkevaren til alle deler av organisasjonen. Her er alle perspektiver velkomne, og begynn f\u00f8rst p\u00e5 den eksterne implementeringen n\u00e5r alle er ombord internt.<\/p>\n<p><em><a href=\"https:\/\/thebrandproject.no\/klar-ferdig-implementer\/\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> Les mer om hvordan \u00e5 navigere seg i implementerings-prosessen<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-lparen\">(b\u00e5de<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> internt og eksternt) <\/span><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">her<\/span><\/a><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><em>.<\/em><\/span><\/em><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<h5><span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>Rebrandingens emosjonelle berg-og-dal-bane<\/b><\/span><\/span><\/h5>\n<div>\n<div>\n<p>Puh! Du har n\u00e5 kommet deg gjennom det vi p\u00e5 engelsk kaller RER \u2013 Rebrand Emotional Rollercoaster! Tro meg, vi vet at slike prosesser har sine oppturer og nedturer. Men, stol p\u00e5 oss &#8211; det er verdt det! G\u00e5r du gjennom disse stegene bygger man et solid fundament som baner vei for merkevarens suksess. Ved \u00e5 ta seg tid til \u00e5 skape en merkevare som reflekterer selskapet, sparer man mye tid, penger og risiko.<\/p>\n<\/div>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Herfra handler det om <a href=\"https:\/\/thebrandproject.no\/klar-ferdig-implementer\/\">implementering<\/a> og \u00e5 samkj\u00f8re alle touchpoints for \u00e5 skape de opplevelsene man streber etter \u00e5 skape.<\/span><\/p>\n<\/div>\n<div><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Lykke til!<\/span><\/div>\n<\/div>\n                                <br>\n                    <a class=\"button\" href=\"https:\/\/thebrandproject.no\/kontakt\/\" target=\"_self\">P\u00e5 tide \u00e5 snakke om deg? Ta kontakt.                    \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                <br><br>\n                    <\/div>\n\n        \n                    <div class=\"published\">\n                Published <br >\n                20. april 2022            <\/div>\n 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.title{width:100%;float:left;font-family:avenirreg,sans-serif;font-size:3.125rem;line-height:3.625rem;font-weight:400;overflow:visible;margin-bottom:0.5em;overflow:visible}@media screen and (max-width:47.9375em){section.content .wrapper.split .title{font-size:1.5625rem;line-height:2.1875rem}}section.content .wrapper.split .content{overflow:visible;width:60%;float:left;padding-right:30px}section.content .wrapper.split .right{width:38%;float:right}section.content .wrapper.split .right ul{padding-left:35px}section.content .wrapper.split .right ul li{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;line-height:1.8rem;padding:0.125rem 0;overflow:visible;list-style-type:none}section.content .wrapper.split .right ul li:before{content:\"\";width:20px;height:20px;border:1px solid black;display:block;float:left;margin-right:0.625rem;margin-top:2px;margin-left:-35px}@media screen and (max-width:63.6875em){section.content .wrapper.split .right ul li{letter-spacing:0.9px;line-height:1.5625rem;padding:0.0625rem 0}section.content .wrapper.split .right ul li:before{margin-top:0px}}@media screen and (max-width:47.9375em){section.content .wrapper.split .content{width:100%;margin-bottom:0}section.content .wrapper.split .content.hideleft{display:none}section.content .wrapper.split .right{width:100%}section.content .wrapper.split .right ul{margin-left:0}section.content .wrapper.split .right ul li{padding:0}section.content .wrapper.split .right ul li:before{width:15px;height:15px}section.content .wrapper.split .right.hideright{display:none}}section.content .wrapper.full{-ms-grid-column:1;-ms-grid-column-span:11;grid-column:1\/12}section.content.post .grid-12{border-bottom:1px solid black;margin-bottom:2.5rem}section.content.post .wrapper{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;margin-bottom:0}section.content.post .wrapper h5{margin-bottom:0.2em}section.content.post .wrapper .published{font-size:0.875rem;line-height:1.25rem;margin:2.5rem 0 0 0}@media screen and (max-width:63.6875em){section.content.post{border-bottom:none}section.content.post .grid-12{border-bottom:none;margin-bottom:none}section.content.post .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;border-bottom:1px solid black}}section.content.work .wrapper{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11}@media screen and (max-width:63.6875em){section.content.work .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block posts \">\n\n     \n\n    <div class=\"svg-animation bottom small\">     \n    <div class=\"wrapper-noanimate\" style=\"background-image:url(\n               https:\/\/thebrandproject.com\/wp-content\/uploads\/smallblack.svg                );\">\n    <\/div>\n<\/div>\n\n    <div class=\"wrapper grid-12 \">\n\n    \n   \n    \n    <div class=\"grid-2 grid-s-1 cg-0 rg-40 rg-s-20 inner\" id=\"load-posts\" data-ppp=\"10\" data-post-type=\"post\">\n\n                <div class=\"item\"  data-id=\"1676\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Rebranding &#8211; en strategisk vurdering<\/a><\/h3>\n            <p>Rebranding er et kraftig strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller sette til livs en ny retning. Her kommer noen do\u2019s og dont\u2019s, og hva som er viktig \u00e5 vurdere f\u00f8r du tar med beslutningen inn til styrerommet. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n                <div class=\"item\"  data-id=\"1673\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">\u00c5 lede en rebranding prosess<\/a><\/h3>\n            <p>Dere har n\u00e5 tatt det store (og definitivt skremmende) valget om \u00e5 rebrande selskapet, produktet\/og eller tjenesten deres &#8211; s\u00e5 hva n\u00e5? I denne artikkelen g\u00e5r vi stegvis gjennom reisen dere st\u00e5r ovenfor og hvordan navigere seg gjennom denne berg-og-dal-banen. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n              \n    <\/div>\n        \n\n\n            <div class=\"grid jc archivelink\">\n            <a href=\"https:\/\/thebrandproject.no\/innsikt\/\"><span>G\u00e5 til innsikt<\/span><?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg><\/a>\n        <\/div>\n    \n   \n\n    \n    <\/div>\n\n    <style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper 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.svg-wrapper{height:48px!important}section.posts{padding-top:11.25rem;padding-bottom:6.25rem;position:relative}@media screen and (max-width:47.9375em){section.posts{padding-bottom:4.375rem}}section.posts .inner{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;padding:0px}section.posts .inner .item .img-wrapper{height:15rem;width:100%;margin-bottom:1.875rem}section.posts .inner .item .img-wrapper img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover;-webkit-transition:all 0.5s ease;transition:all 0.5s ease}section.posts .inner .item .img-wrapper a{margin-top:0;height:15rem}section.posts .inner .item h3{font-family:avenirreg,sans-serif;font-size:3.125rem;line-height:3.625rem;font-weight:400;overflow:visible;font-family:avenirbold;margin-bottom:1.125rem}@media screen and (max-width:47.9375em){section.posts .inner .item h3{font-size:1.5625rem;line-height:2.1875rem}}section.posts .inner .item h3 a{color:black;text-decoration:none}section.posts .inner .item 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3.75rem}}@media screen and (max-width:47.9375em){.post-template-default section.posts{padding:2.5rem 1.25rem 6.25rem 1.25rem}}<\/style><\/section>\n\n\n\n<section class=\"block quote negative darkbg\">\n\n     \n\n\n\n    <div class=\"grid side-padding ac inner\">\n        <div class=\"wrapper grid-12\">\n            <h2>N\u00e5r kunder, ansatte og markedet har en sterk relasjon til merkevaren, vil den drive vekst og definere grunnlaget for langsiktig suksess.<\/h2>                            <a href=\"https:\/\/thebrandproject.no\/ekspertise\/\" target=\"_self\">DETTE ER HVA VI GJ\u00d8R \n                \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                    <\/div>\n    <\/div>\n\n    <style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper 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