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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. The job is not done with the introduction of some new branding elements.
The problem is that, in most cases, companies lack a clear business and marketing migration plan and resources to support an effective brand migration.The truth is that proper brand migration requires the right people, planning, investment, measurement and commitment.