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Read the latest brand insights and perspectives from our experts. We dive into topics such as planning for rebranding, how to optimize your brand and marketing operations, building a rebranding budget that works for your organization’s financial needs, and more. Thirsty for even more best practices for brand change? Subscribe to receive our brand insights by email, and you’ll never miss out on the latest thinking.

Rising to the new challenges of an M&A rebrand in 2021

Tuesday, March 16, 2021 | BrandActive

M&A / Divestiture Brand Changes Rebranding Implementation

M&A activity is picking up. According to a Deloitte survey conducted in late 2020, 42% of executives expect M&A deals to reach pre-pandemic levels during 2021. In a more recent report, Morgan Stanley projects not just a rebound in M&A, but an acceleration spurred by strategic consoli…

How to lay the groundwork now for your next M&A-driven rebrand — and improve your ROI in the process

Sunday, June 7, 2020 | Andy Pollock, Nicole Kemp

Brand and Marketing Operations M&A / Divestiture Brand Changes Rebrand Implementation Strategy

If your organization is actively acquisitive — or if you plan to pursue an acquisition in the not-too-distant future — then the time to start preparing for an M&A-driven rebrand is now. Of course, you can’t yet run detailed rebranding scenarios. Those specifics haven’t yet materialized. …

How to navigate a rebrand for a merger of equals

Thursday, April 9, 2020 | Melissa McPherson

M&A / Divestiture Brand Changes

When two similarly sized companies come together in a “merger of equals,” the process of rebranding may take on an interesting — and challenging — twist. Unlike an M&A in which an obvious “parent” company calls the shots, the two entities in a merger of equals must find a way to knit…

Get ahead of a healthcare system merger or divestiture before it gets ahead of you

Monday, March 23, 2020 | Andy Pollock

Healthcare Providers and Insurance Brand Implementation In The News M&A / Divestiture Brand Changes

This article first appeared on the HITMC website. If you are a marketer in a healthcare system, chances are good you’ll have to figure out the rebranding implications of an M&A or divestiture transaction. Here’s why: Last fall, the AHA released a study showing that healthcare merge…

Why your technology rebrand due to M&A is larger than anticipated

Wednesday, September 25, 2019 | BrandActive

M&A / Divestiture Brand Changes Technology Industry Brand Implementation

You get a call from the CEO: “Hey, we just acquired Company XYZ for $2.1 billion. What is Marketing’s plan?” At technology companies, this scenario has become increasingly common. And if you have been keeping up with the state of the technology landscape, you are well aware that M&A activi…

Managing competing rebrand priorities in a financial sector merger

Wednesday, August 7, 2019 | Nicole Kemp

Financial Services Brand Implementation M&A / Divestiture Brand Changes

Regulatory changes, increasing competition, changing customer dynamics, and advancing technology — it’s all combining to create a ripe environment for mergers and acquisitions in the financial services industry. Some of the country’s leading regional banks are merging, including TCF Financial …

Brand governance for M&A: protecting your rebrand investment

Tuesday, July 2, 2019 | Nicole Kemp

Brand and Marketing Operations M&A / Divestiture Brand Changes

Brand governance is key to the successful implementation and maintenance of any brand over time. Without such an infrastructure, companies are at risk for brand fragmentation and resource and investment inefficiencies. Most important of all, they risk an inconsistent or confusing brand experience fo…

Uniting brands: how to promote cultural integration during M&A

Wednesday, June 19, 2019 | Vladimir Kacar

M&A / Divestiture Brand Changes Marketer's Brand Implementation FAQs

Bringing two companies together in a merger and acquisition (M&A) is a daunting task, and that extends to rebranding. There are thousands of logistics to consider, from branded assets and legal requirements to the timing of your rebrand budget. But that’s not all. You also need to promote and …

4 strategies for navigating a divestiture: a marketers rebrand implementation playbook

Wednesday, April 17, 2019 | BrandActive

Corporate Rebrand Implementation M&A / Divestiture Brand Changes

From mega-companies to the middle market, businesses seem to be taking to heart what Bain & Company reported in 2017: Companies that engage in focused divestment outperform inactive companies by 15% in total shareholder return. In every industry, marketing executives are facing the need to re…

How to maximize ROI when rebranding due to business divestiture

Monday, April 8, 2019 | James Burn

Corporate Rebrand Implementation M&A / Divestiture Brand Changes

If your company is planning a divestiture soon, you’re in good company. According to a 2018 Deloitte survey of 1,000 corporate executives, a notable 70% indicated an intent to carve off part of their business in response to market conditions or financial needs. When a divestiture happens ther…

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