M&A / Spin-off
Bring brand clarity to business-critical change
We help your brand emerge stronger from any merger, acquisition, or spin-off
We’ve done this before
M&A / Spin-off expertise
Solventum
Creating a spin-off healthcare brand built for day one leadership
HPE
Rebuilding an enterprise brand after the largest corporate separation in history
Bristol Myers Squibb
Building a leading biopharma company
QuidelOrtho
Designing a brand that makes complex testing easier to understand, trust, and act on
Tirlán
Reinventing an Irish heritage brand for the global stage
The deal’s happening. Now what?
We’ve partnered with some of the world’s biggest organizations through complex, high-stakes deals. And along the way, we’ve learned what helps brands succeed during M&A. Here’s what works.
Start with the finish line
Before any decisions are made, map out possible brand outcomes. What models make sense? What are the tradeoffs? What brand architecture fits the strategy? Fast alignment here prevents confusion down the road.
Plan early. Stay sharp.
When CMOs have a seat at the table early alongside finance, HR, ops, and IT, brand decisions get sharper and more focused. Waiting costs time, clarity, and momentum.
Match the speed of the deal
Brand needs to move as fast as the integration. That’s hard because unlike financial systems or HR platforms, brand sparks opinions. That’s where experience matters. You need a team that’s built for speed, backed by leadership, and ready to navigate the noise.
Keep what matters. Let go of the rest.
A deal is a chance to travel lighter. Take stock of every asset: logos, sites, templates, tools, programs. Decide what moves forward. Some evolve. Some get cut. All should have a reason to stay.
Lead with purpose
M&A creates space to ask big questions. What’s the point of this new company? Who is it for? What difference will it make? Clear answers create unity and momentum.
Be radically transparent
In moments of uncertainty, transparency builds trust. Involve your people. Share openly. Invite feedback early. When employees feel like co-authors, not spectators, alignment comes faster and lasts longer.
Launching a new brand out of a company like 3M is no small task. From the beginning, Siegel+Gale brought clarity to complexity—helping us define who we are, what we stand for, and how we show up. Their partnership guided everything from research to design to launch. Thanks to that clarity, Solventum stepped into the market as a confident, connected healthcare brand from day one.”
Melissa Kloetstra, VP, People & Culture, Solventum
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