
3 ways to suit up for an M&A-driven rebrand (even if the deal is still TBA)
Wednesday, February 16, 2022 | Philip Guiliano
Brand and Marketing OperationsM&A / Divestiture Brand ChangesRebranding Implementation
M&A activity continues to pick up momentum, increasing the pressure on marketers to rebrand quickly and efficiently. KPMG reports that M&A transactions totaled $3.8 trillion in 2020 and $5.1 trillion in 2021. And this growth shows no signs of stopping as brands seek to overcome persistent su…
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Rising to the new challenges of M&A rebranding in 2021
Tuesday, March 16, 2021 | BrandActive
M&A / Divestiture Brand ChangesRebranding 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…
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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 OperationsM&A / Divestiture Brand ChangesRebrand 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. …
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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…
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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 ImplementationIn The NewsM&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…
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Why your technology rebrand due to M&A is larger than anticipated
Wednesday, September 25, 2019 | BrandActive
M&A / Divestiture Brand ChangesTechnology 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…
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Managing competing rebrand priorities in a financial sector merger
Wednesday, August 7, 2019 | Nicole Kemp
Financial Services Brand ImplementationM&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 …
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Brand governance for M&A: protecting your rebrand investment
Tuesday, July 2, 2019 | Nicole Kemp
Brand and Marketing OperationsM&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…
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Uniting brands: how to promote cultural integration during M&A
Wednesday, June 19, 2019 | Vladimir Kacar
M&A / Divestiture Brand ChangesMarketer'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 …
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4 strategies for navigating a divestiture: a marketers rebrand implementation playbook
Wednesday, April 17, 2019 | BrandActive
Corporate Rebrand ImplementationM&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…
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