When companies approach branding firms like Siegel+Gale for guidance on merging two corporate or product brands, the request is typically for us to develop a name, logo, endorsement strategy and story for the new merged entity. In many cases, however, it’s not the right move to simply create and launch a new brand identity overnight. Merging brands is a process. It’s about transitioning equity, shifting perceptions and migrating customers.
Mergers and acquisitions are big business. With a record 3.2 trillion in M&A expected in 2018*, it’s not surprising that companies devote most of their attention and resources to the financial, operational and logistical components of a merger or acquisition. Focusing on the implications of how the merger or acquisition will affect the brand is less tangible, and therefore often put on the back burner or just plain neglected. Ultimately, that can be a costly mistake.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Toby Marks, associate strategist, about how to design a compelling brand experience.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. In this Simplifiers interview, I speak with Nick Ragone, SVP – Chief Marketing and Communications Officer at Ascension.
Siegel+Gale collaborated with DXC on nearly every aspect of brand development: from overarching strategy to brand architecture, identity, messaging and activation. In this SMPL Q&A we speak with Matt Egan, senior director, strategy and Anne Swan, group creative director, about our engagement.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Jeff Lapatine, strategy director, about brand migration strategies for APAC brands.
When the cyclical oil and gas industry experiences a global downturn, there’s a lot of uncertainty. How do we manage production? Where can we cut costs? When will prices return? Analysts predict, but nobody knows. In all of the complexity, there’s one thing we can count on—consolidation is inevitable.
Margaret Molloy speak to the fact that, although branding questions may not initially seem urgent, constant curiosity about brand is a key to unlocking M&A business value.
This week we were featured in Forbes, Media Post and Brand New.
This week we were featured in Chief Marketer and Energy Global.
Masterbranding, sub-branding, and portfolio branding (or some hybrid of these) are the main options in the brand architecture playbook. But determining which is the right approach can be very difficult. Each approach has its advantages and limitations based on the specific circumstances.