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Acrimony to Matrimony: Branding merged companies


Finding the right one is tough. You want a match with the qualities that complement yours. You want the two of you to equal more than the sum of your parts. When you find The One and everything is right, you merge, join the “families” together and everyone marches into the profitable sunset, hand-in-hand, singing kumbayah, right?

Well, not so much. Companies frequently like to say their mergers are a “marriage of equals.” Just like any marriage, joining two or more companies together into one brand spanking new entity is fraught with pitfalls and challenges. Employees are entrenched and not so willing to invite others in to share their silos of knowledge and expertise. They see all the faults in their counterparts from The Other Side. Jealousy and resentment rear their ugly heads. They scramble to stake their claim in the new organization at any cost. Unfortunately, if not handled properly, that cost may be to the brand.

So how can you minimize the malcontents and build brand ambassadors? The people behind your brand are your greatest asset. If you prepare and strategize how you will help them through the transition as you merge companies, they will become brand evangelists. Then, you can begin to all live happily ever after.

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Frenemies Drive Achievement: Keeping Your Competitors Close

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