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

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

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Wednesday, April 17, 2019 | BrandActive

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 rebrand as a result of divestitures. United Tech is breaking into three companies. Gap is spinning off Old Navy. GE is splitting off its healthcare business.

This guide provides the four main plays marketers like you need to run to smartly manage rebranding when your company is contemplating a spin-off or split-off. (Your company may be next!)