After 2023’s slump, a surge of megadeals suggests a potential revival in mergers and acquisitions. As activity heats up, how can brands maximize the value of a merger, acquisition or spin-off? In this month’s newsletter, we turn to our branding experts to find out.


M&A deals make a comeback

As C-Suites look for growth through mergers and acquisitions, marketers at those companies face questions: What happens to the brands? Do they become one? How do you market the new brand? Digiday caught up with branding experts, including our President, Pacific Rim, Jason Cieslak, to understand the process.

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Powering a healthier future

When leading medical diagnostics companies Quidel Corporation and Ortho Clinical Diagnostics merged, the new brand needed a fresh identity to reflect its combined offerings and stand out from the competition. In this case study, learn how we created a connected brand experience post-merger, communicating QuidelOrtho’s passion for precision and empathy.

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Such great heights

How do you reposition a brand after an acquisition? In this episode of Siegel+Gale Says, we explore our work with global aviation leasing company AerCap. The brand became the world’s largest player in its sector after the successful acquisition of the GE Capital Aviation Services business from General Electric. Learn how we took an industry leader to new heights by crafting a brand that reflected AerCap’s acquired size and stature while representing the newly unified company.

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Dream bold

The iconic merger of Discovery and WarnerMedia into Warner Bros. Discovery brought together two entertainment conglomerates with very different backgrounds. In this SMPL Q+A, our brand experts discuss how Siegel+Gale helped build a bold new brand for a media giant.

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3M Health Care is now Solventum

Congratulations to our clients and friends at Solventum on completing its spin-off from 3M and debuting at the New York Stock Exchange last week. Go behind-the-scenes of our partnership with the new healthcare brand.

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