M&A/Spin
Six reasons to rebrand
Today, brand is more than a name, logo, tagline, advertising campaign or even the marketing department’s sole purview. A brand’s success is measured by the summation of the touchpoints all stakeholders—customers, employees, partners, investors, community—have with an organization. When a brand is well-managed, stakeholder experiences align with the expectations set by marketing communications and the brand grows in value over time. However, sometimes brands lose relevance and need to be reconsidered, a process known as rebranding. Here are six scenarios when a company might want to consider rebranding.
Margaret Molloy
December 2020
M&A/Spin
Six reasons to rebrand
Today, brand is more than a name, logo, tagline, advertising campaign or even the marketing department’s sole purview. A brand’s success is measured by the summation of the touchpoints all stakeholders—customers, employees, partners, investors, community—have with an organization. When a brand is well-managed, stakeholder experiences align with the expectations set by marketing communications and the brand grows in value over time. However, sometimes brands lose relevance and need to be reconsidered, a process known as rebranding. Here are six scenarios when a company might want to consider rebranding.
Margaret Molloy
December 2020
Five principles that will spell success for any M&A-related brand exercise, helping brand managers to design processes and outcomes that mobilize employees and customers alike...
M&A/Spin
Matt Egan: Brand building for the coming wave of corporate M&A
Five principles that will spell success for any M&A-related brand exercise, helping brand managers to design processes and outcomes that mobilize employees and customers alike...
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world...
M&A/Spin
Lisa Kane: An open letter to a CEO – Considerations for rebranding
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world...
Whether your business model is shifting, you’re undergoing a merger or acquisition or you’re trying to reach a new audience, chances are your company will need to revisit its brand. When CEOs contemplate a considerable challenge such as a rebrand, they tend to focus on the exhilarating first half of the marathon — a new name to signal change or an impressive new visual identity. But it’s the second half of the race that is the most critical and requires as much — if not more — attention.
Lisa Kane
August 2020
M&A/Spin
An open letter to a CEO: Considerations for rebranding
Whether your business model is shifting, you’re undergoing a merger or acquisition or you’re trying to reach a new audience, chances are your company will need to revisit its brand. When CEOs contemplate a considerable challenge such as a rebrand, they tend to focus on the exhilarating first half of the marathon — a new name to signal change or an impressive new visual identity. But it’s the second half of the race that is the most critical and requires as much — if not more — attention.
Lisa Kane
August 2020
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.
Lisa Kane
July 2018
M&A/Spin
4 questions on M&A in healthcare with Lisa Kane
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.
Lisa Kane
July 2018
M&A/Spin
The recipe for success in M&A
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.
Siegel+Gale
June 2018
M&A/Spin
The recipe for success in M&A
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.
Siegel+Gale
June 2018
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.
Siegel+Gale
April 2018
M&A/Spin
Three key factors necessary for a successful M&A
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.
Siegel+Gale
April 2018
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.
Siegel+Gale
March 2018
M&A/Spin
How to merge two brands in six necessary steps
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.
Siegel+Gale
March 2018
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.
Margaret Molloy
February 2018
M&A/Spin
Brand: The neglected asset in mergers and acquisitions
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.
Margaret Molloy
February 2018
When the cyclical oil and gas industry experiences a global downturn, there’s a lot of uncertainty. How do we manage production? Where can we cut costs? When will prices return? Analysts predict, but nobody knows. In all of the complexity, there’s one thing we can count on—consolidation is inevitable.
Nick Miller
November 2016
M&A/Spin
The role of brand in petroleum mergers and acquisitions
When the cyclical oil and gas industry experiences a global downturn, there’s a lot of uncertainty. How do we manage production? Where can we cut costs? When will prices return? Analysts predict, but nobody knows. In all of the complexity, there’s one thing we can count on—consolidation is inevitable.
Nick Miller
November 2016