cures for 8 common merger and brand integration ailments
DESCRIPTION
Integration planning is the single most important strategy for mitigating risk in merger and acquisition transactions. Never overlook the human and cultural nuances. Look beyond the financials. And find cures to eight common post-merger brand transaction ailments in this presentation.TRANSCRIPT
![Page 1: Cures for 8 common merger and brand integration ailments](https://reader035.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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.vdocuments.site/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