Blocks spelling out “rebrand” and “rebuild.”

How PCG Rebranded Assets and Avoided Separation Penalties for a Global Engineering Company

03/05/2025

The Value of a Parachute PM

PCG was hired by a global engineering company going through a slow and painful separation. One of its divisions had been acquired, but the transition was unorganized and behind schedule. The new owners planned an IPO launch and had a short timeline to rebrand their investment.

Our consultants were “parachuted” into the red zone to get the project back on track. Our nimble consultants provided support in a variety of capacities, focusing on leveraging our analytical background to organize data and implement processes. Little did we know how extensive our roles would become.

Challenge: Rebranding 10,000 Digital Assets

The primary objective for the PCG team was to organize, manage, and drive the rebranding efforts for all the new company’s digital assets, including:

  • Marketing materials
  • Technical documentation
  • Images
  • Videos
  • Training materials
  • Logos
  • Packaging

This was no small feat, given that there were over 10,000 assets to review and repurpose. Adding to the challenge was the fact that the parent company had separate assets designed for different geographical locations and had acquired numerous brands and sub-brands. With 20 different workstreams, there was a lot to wade through.

Strategy: Organize Teams and Execute the Rebrand

Phase One: The Marketing Rebrand

Before jumping headfirst, it was crucial to understand the problem and its components. In this case, the team had to review and organize the assets in front of them to determine whether they should retire or rebrand each. If an exception didn’t fit a particular case, it went into a separate bucket until clear decisions were made.

The client lacked an oversight or governance, so we implemented two new systems:

  1. Digital Asset Manager (DAM) – To manage marketing assets like images, labels, and documents.
  2. Product Information Management (PIM) – To manage product information like bar codes, product specifications and descriptions, shipping requirements, and storage and handling data.

The implementation also included training 117 people in digital asset management and standards on how to properly utilize these systems over several weeks and ensuring that the change was adopted correctly.

Unfortunately, by the fourth month, it was clear that the vendor in charge of the new systems was not delivering on schedule. The manager was let go and PCG was asked to step in. We entered an unexpected second phase to our project.

Phase Two: Digital Experience Implementation and Website Migration

PCG’s consultants suddenly found themselves operating in a new capacity, overseeing the DAM and PIM implementations and ensuring that the website migrated successfully. The client had a hard deadline to meet the TSA exit or would face $500,00 in penalties for each month’s delay. This meant temporarily holding off on the marketing migration until we delivered the TSA.

With the extended contract and tight deadline, PCG recruited additional resources to manage all the project’s moving parts. We completed the systems integrations and website migration on schedule and spared our client the impending fines. After averting the crisis with the Digital Experience implementation and Website migration, we then shifted focus back to the digital asset rebranding work.

Services Engaged by PCG

Chart of PCG services for rebrand case study.

Results: Delivering on Time and Avoiding Penalties

PCG was able to deliver two big wins for the client:

  1. Rebrand: We facilitated, planned, and drove the rebranding of 10,000 plus digital assets on a condensed timeframe.
  2. DXP: We parachuted into a red project to stabilize, execute, and deliver the minimum viable product to avoid separation penalties for the entire digital experience platform (website, DAM, PIM, CMS).

The biggest challenge was staying organized in the face of so many requirements. Our motto, “Understand before you implement,” rang true as we managed the complex and changing needs of the project.

Do You Need “Parachute” Management?

PCG’s management consultants solve the messiest problems facing the world’s biggest companies. As demonstrated in this case study, our experts deliver in stressful situations and under tight deadlines. They adapt, organize, and execute in whatever capacity the project requires.

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