Our point of view
Branding is often treated as an afterthought during mergers. Our view is that branding has a critical role to play in communicating the economic and emotional rationale for the merger and in securing the ongoing loyalty of the employees, customers and shareholders the three audiences whose behavior ultimately determines the success of the merger.
A detailed analysis of the 10 corporate branding options available to merging companies was the subject of our article "Merging the Brands and Branding the Merger" in the Summer 2006 edition of the MIT Sloan Management Review.
The benefits of having a senior marketer involved in the M&A process is the topic of our article "M&A Blind Spot," published in the June 16 2007 edition of The Wall Street Journal.