Merger & Acquisition Branding

On the long list of considerations during M&A activity, merger branding is one of the most crucial.

According to the Harvard Business Review, an inability to properly define and activate the going-forward brand t is a key reason that between 70 and 90 percent of mergers and acquisitions fail. One study found that companies that created a new brand following a merger or acquisition outperformed market expectations, while those that proceeded with business as usual or operated under one of the legacy brands significantly underperformed.

A strong new brand, built on a robust foundation of positioning and messaging, can translate the financial strategy behind a merger into a compelling value proposition for customers, unite the merged cultures under one umbrella, and give all key audiences a “reason to believe” that the new entity will benefit them.

Some of Our Clients

Insights on Merger & Acquisition Branding

The Unifying Power of a Corporate Brand

A common challenge for many firms post-merger is a lack of knowledge about newly acquired products and services. Here’s how to overcome this major impediment to successful synergies.

Stronger Together: How Brand Drives M&A Success

Following a merger or acquisition, a brand empowers a business to translate the strong financial and strategic rationale of the transaction into a value proposition for employees and customers. Both during and after the deal, decision makers should consider how they can leverage brand to create value.

Post-Merger Branding: Good on Paper Isn’t Good Enough

Mergers and acquisitions are most often viewed from a financial perspective. However, as brand strategists, we have seen firsthand that success often relies on less tangible factors, chiefly a rationalized workforce that understands the how’s and the why’s of the merger – and what it means for customers. In other words, success in M&A requires a hard look at brand.