Cures for 8 common merger and brand integration ailments
-
Upload
bader-rutter -
Category
Business
-
view
4.529 -
download
0
description
Transcript of Cures for 8 common merger and brand integration ailments
![Page 1: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/1.jpg)
CAROL POLACEK
SENIOR STRATEGIST/PRACTICE LEADER
BRAND ASSET MANAGEMENT
Cures for 8 common merger and brand
integration ailments
PHOTO BY E-‐MAGINE ART
![Page 2: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/2.jpg)
2
A merger or acquisition can be the launch pad for a bigger, bolder organization with an eye to the future.
![Page 3: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/3.jpg)
3
That future starts with a successful brand integration strategy.
![Page 4: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/4.jpg)
4
Sounds easy, right? Well, it’s not, but it’s easier if you know the cure for common brand integration ailments.
![Page 5: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/5.jpg)
Ailment 1: Shaky foundation
PHOTO BY ROBERT S. DONOVAN
![Page 6: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/6.jpg)
6
Your brand integration strategy must align with and support your business strategy. Your business strategy provides the framework for assessing challenges and evaluating success.
![Page 7: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/7.jpg)
7
The lack of a succinct business strategy becomes quickly apparent during an integration initiative.
By the way, “increase revenue in key markets by X%” is not a business strategy.
![Page 8: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/8.jpg)
8
Make sure your business strategy is rock solid. Distill it into 4 to 6 key points so it’s easy for internals to remember and repeat.
![Page 9: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/9.jpg)
Ailment 2: No momentum
PHOTO BY MATTYSFLICKS
![Page 10: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/10.jpg)
10
The lack of momentum after a merger looks like a lack of organizational confidence.
![Page 11: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/11.jpg)
11
Development of a concise integration plan is essential for success — you can’t build momentum without one.
![Page 12: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/12.jpg)
12
Engage experts who can assist you. They can help you apply best practices and make faster progress.
![Page 13: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/13.jpg)
13
To keep momentum going, celebrate your successes — even the small ones. Confidence is contagious.
![Page 14: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/14.jpg)
Ailment 3: Silos
PHOTO BY EIRIK REFSDAL
![Page 15: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/15.jpg)
15
Despite the synergistic promise of matrixed organizations, many folks still function in silos. And silos = integration disaster.
![Page 16: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/16.jpg)
16
Change is hard. For everyone. No matter what side of an acquisition you’re on.
![Page 17: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/17.jpg)
17
Combat silos with a truly cross-functional integration team. Include representatives from operations, sales, HR, product development, technical support, customer service and marketing.
![Page 18: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/18.jpg)
18
Your cross-functional integration team will become your ambassadors when it comes time to implement the integration plan.
![Page 19: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/19.jpg)
PHOTO EDENPICTURES
Ailment 4: Lack of objectivity
![Page 20: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/20.jpg)
20
Brand and organizational integration is emotional. And emotions impair your team’s ability to make decisions.
![Page 21: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/21.jpg)
21
Commit to making data-driven decisions to ensure objectivity. Hook up with an experienced external partner and allow plenty of time for the research.
![Page 22: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/22.jpg)
Ailment 5: Loss of focus
PHOTO BY KEVIN CHAN
![Page 23: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/23.jpg)
23
Most organizations have multiple initiatives simmering at a time. Unfortunately, brand initiatives are never as important as meeting the sales forecast.
![Page 24: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/24.jpg)
24
Signal that the brand integration is a big deal by getting executive-level support and actively promoting it with internals.
This also helps the acquired organization feel like valued members of their “new” family.
![Page 25: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/25.jpg)
25
Give senior leadership talking points that keep the integration story clear and concise. And always tie those talking points back to the business strategy.
![Page 26: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/26.jpg)
Ailment 6: Outdated brand position
PHOTO BY STEFANX80
![Page 27: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/27.jpg)
27
Don’t assume your current brand position will remain the same following a merger or acquisition.
![Page 28: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/28.jpg)
28
In fact, it’s quite likely that your brand story doesn’t include the breadth and depth of the company you just acquired.
![Page 29: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/29.jpg)
29
Anticipate that your brand story will change. Plan for a brand refresh as part of an integration, and use it to build public awareness and interest for the organization.
![Page 30: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/30.jpg)
Ailment 7: Failing to live the brand
PHOTO BY OLGA _NEZEMANAYA
![Page 31: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/31.jpg)
31
Sadly, internals are the most ignored audience in an integration. Yet, they’re essential to creating a positive brand experience with your customers.
![Page 32: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/32.jpg)
32
Make internals your No. 1 audience. Announce the integration plan internally with an event, and communicate plan progress at regular intervals.
Reread the slides on combating silos with a cross-functional team.
![Page 33: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/33.jpg)
33
Launch the new brand internally first. Use the new brand story to rally internals and train them on what it means to truly live the brand.
![Page 34: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/34.jpg)
Ailment 8: Disorganized communications
PHOTO BY ARISTOCRATS-‐HAT
![Page 35: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/35.jpg)
35
When your brand integration process is murky, external communications will be foggy, too.
![Page 36: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/36.jpg)
36
Develop a concise and detailed integration project plan. Look for a meaningful time frame to launch to the public and work backward from there.
![Page 37: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/37.jpg)
37
No one said it would be easy. In fact, a successful brand integration takes patience, focus and commitment.
![Page 38: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/38.jpg)
38
But doing it right builds positive brand associations with internals, channel partners and customers.
![Page 39: Cures for 8 common merger and brand integration ailments](https://reader035.fdocuments.us/reader035/viewer/2022081403/555b53a9d8b42af36d8b55bc/html5/thumbnails/39.jpg)
Tell us how we can help transform your business RYANN GREVE CHIEF MARKETING OFFICER P. 262-938-5466 WWW.BADER-RUTTER.COM