Mergers and acquisitions done right can offer companies tremendous opportunities for growth. They can also be a complicated, messy time for brands. Building an effective, merged business is a high-risk act of undoing existing assumptions—for employees, for customers, for investors, and others. In this time of flux, brand equity must be managed strategically, clearly and consistently.
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.
The thirst for innovation is fueled by a modern market of shiny new startups, disruptive technologies, and a shift in power to the consumer. Innovative companies achieve sustainable growth, renewed competitive advantages and ongoing customer relevance.
Today, a company’s logo is no longer a solitary symbol of a brand. Though the classic Coke cursive logo or Adidas’ iconic three stripes serve as critical brand recognition, other companies must consider how their logos will be used to represent their brands cross-medium. More specifically, companies must challenge the creative team responsible with developing their visual identity systems to produce a final product that is designed with strategic intent and inspired by uninhibited conceptualization.
GroundTruth, the location technology company that drives results with real data, today announced their collaboration on a rebranding effort with Siegel+Gale.
In this SMPL Q&A we speak with Nancy Hansell, strategy director, and Austyn Stevens, creative director, about our engagement with GroundTruth (formerly xAd), a global location technology company that drives results with real data.
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.
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.