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James Burn

Following a large uptick in technology mergers, acquisitions, and rebrands over the past few years such as the split of HP, Dell/EMC, Western Digital/Hitachi and others, I found myself contemplating the complexities of these conversions. At first glance, rebranding implementation at tech companies might seem like a breeze as most assets seem to be digital.  Marketers focus on rebranding websites, social media, sales, marketing materials and IT assets and systems to reflect the new brand. At first take, these kinds of tasks seem to lie squarely in the wheelhouse of many tech companies.