Growth & Expansion

Stronger Together: How Brand Drives M&A Success

According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…

From Measurement to Improvement: An Agile Approach to Employee Engagement

That the world we live and work in is changing at an extraordinary pace is something few would dispute. For business executives, in particular, there is immense pressure to not only survive in this dynamic landscape – but thrive.

Continuous innovation – the ongoing enhancement of a company’s offering – is one strategy many companies are leaning…

The Curious Case of Yahoo’s (Missing) Identity

A lot has been written about the ‘prolonged demise’ of Yahoo. In short, the internet company has suffered a tumultuous and tiring 22-year identity crisis. This was perhaps most famously crystalized in the leaked “Peanut Butter Manifesto,”an internal memo from 2006 that criticized the company for spreading itself too thin.

“If you’re…

M&A Check-List: Top 3 Priorities for Tech Marketers

According to Dealogic, the tech sector is seeing the highest levels of M&A activity since 2000.

The numbers are staggering. Globally, there have been 1,535 tech deals so far in 2016 (as of March 1), reaching $71.4 billion. This is up 53% from last year at the same time. In the…

‘Lumbering Giant’ or Game-Changer?

In a year marked by unprecedented M&A activity in the technology industry, Hewlett Packard Enterprise (once again) made headlines last week with its announcement of plans to spin-off its technology services operations and merge them with those of Computer Sciences.
Change is Never Easy
As Chief Executive Meg Whitman tells it, the…

Navigating Disruption in Financial Services: How Brand Can Help

Depending on your outlook, the financial services industry is either an incredibly scary or extremely exciting place to be right now. More than any other industry, financial services companies are facing a paradigm shift brought on by the perfect storm of digitalization, increased regulatory scrutiny and changing demographic profiles and preferences of both clients and…

Brand Dividends: Why Investors Should Be Part of Your Equation

We recently partnered with a fast-growing data analytics company. It had successfully leapfrogged larger, more established competitors by providing hand-on, high-touch, over-the-top customer service. Branding around this level of service was a no-brainer, right? Well, maybe not. The company was preparing to go public. High-touch service is a…

What Comes First: Brand or Culture?

It’s the classic chicken or egg. What comes first: brand or culture? Leadership teams often ask us this very question during rebranding initiatives. While there is no one-size-fits-all answer, there are two critical questions that any leadership team must answer to understand the optimal relationship between brand and culture in their…

Why Purpose Matters for Growing Companies

In business, growth is more than important – it’s essential. But chasing annual revenue and profit goals, whether by building upon existing relationships or expanding into new markets, can sometimes come at the expense of a company’s core position in the marketplace: its brand.

We recently partnered with a healthcare technology company who was…

Branding for the Next Billion: What Got You Here, Won’t Get You There

Have you ever put on a favorite sweater or jacket, looked in the mirror and thought, with a sinking feeling, It’s just not working for me anymore? The garment’s the same. It’s you that’s changed.

So it is with a brand. The brand that got your company to its current level…

Have You Outgrown Your Acronym?

“What Does It Stand For?”
This was the question that plagued our client, a global consulting firm that had recently completed a series of transformational acquisitions. It was a question employees received anytime they met a new prospect or told someone where they worked. The company’s name was an acronym that stemmed from the…

Watch, Listen, Read & Play: The Most Inspiring Content from 2015

One of the best aspects of working in an office as integrated and multidisciplinary as ours is the cross-pollination of ideas and perspectives. From strategists and designers to programmers and producers, no two people think the same way. We asked our eclectic team to share their favorite content from the year. What they came…

Identity Issues: Why Brand Can’t Be Ignored During Corporate Break-Ups

Wall Street is buzzing with the recent announcement that Dow Chemical and DuPont have agreed to merge. The deal fuses two of the oldest companies in the US into a chemical behemoth that will likely reshape the chemical and agricultural industries. In a restructuring twist, the companies have said they will ultimately split into three…

Amid Rapid Consolidation, Has Healthcare Lost Its Human Touch?

Today, Pfizer and Allergan announced plans to merge, creating the world’s biggest drug maker by sales and adding to the growing list of inversion deals: American companies moving to a foreign country to take advantage of lower corporate tax rates. That this merger would be the largest inversion ever is fitting at the tale…

Have You Taken Your Brand As Far As It Can Go?

We’ve written before about a common trap many challenger brands fall into: to compete with the Goliath in the industry, they feel the need to focus on the ways in which their offering is “just as good” as the big guys. In doing so, they sound defensive and inauthentic, often getting lost in the…

Branding Outside the Box: Avoid the Jargon Pitfall

Language is a critical component of any brand. The words you use to describe your company, your offering, your clients and even your own people can have a profound impact on how key audiences think about your firm.

We were reminded of the impact that language can have during a recent rebranding project for one…

Launching a New Product? Think Beyond The Ad Campaign

Earlier this year we helped a top-10 ETF firm launch an innovative new investment product. From the beginning, it was clear the firm’s leadership saw an ad campaign as the means to an effective launch. During our initial conversations, they wanted to jump right into creative concepts. That might have been the right…