Best Practice Report

Brand Integration Following a B2B Acquisition

January 1st, 2018


Without a roadmap for transitioning brands following an acquisition, B2B organizations risk creating chaos and alienating key audiences. Transitioning from two distinct brands to a combined brand architecture requires careful planning and often an extended timeline. When the process goes smoothly, the two companies come together to create growth and new value with relatively little drama. In less successful acquisitions, the journey is tumultuous and can result in a fractured identity and reduced value to all stakeholders (e.g., customers, employees, investors). To ensure a smooth transition, internal decision-makers must have a shared understanding of the acquisition’s dynamics. In this report, we provide a framework for understanding the challenges posed by different types of acquisitions and provide guidance on how to structure the brand transition process to minimize disruption and maximize the acquisition’s intended value.

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