The landscape for merger and acquisitions, and spin-off and divestiture is heating up in virtually every sector and that brings the brand to the forefront of many executives’ minds. Aligning sales and marketing and keep the customer at the center of the enterprise can be a challenge in static environments, but it is even more challenging in the midst of a rebrand when the very moniker to which you refer to the company and who employees work for is changing.
A merger or acquisition is one of the largest shifts a business can undergo. It is a pivotal cultural, operational and financial inflection point that redefines a company’s business as well as its brand.
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 group director, strategy, Lisa Kane, about how M&A activity continues to disrupt healthcare.
Merging brands is a process that requires changing the point of view and inviting customers into a new initiative. It is important for the process of a merger or acquisition to be done sensibly and methodically, while utilising the company’s marketing and brand management capabilities. Liana Dinghile, executive strategy and development director at Siegel+Gale, talks about success, challenges and communications within an M&A framework.
The rationale behind most high-profile acquisitions is usually evident – to bolster technological capabilities, integrate vertically or expand into new categories, among them. How do these acquisitions fit into a company’s existing brand architecture? Perry Lowder explores this relationship.
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.
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 Leesa Wytock, senior director of experience, about our engagement with HMH.
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 Aaron Hall, director of naming, about our naming engagement with nonprofit agency Russ Reid & Grizzard.
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.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Henry Gomez, EVP – Chief Marketing and Communications Officer atHewlett Packard Enterprise.
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.