Congratulations on the Acquisition...Now About That Brand...


It looks like Forbes was right when it reported in late 2010 that 2011 would be a year of mergers and acquisitions. We’ve seen a significant number of clients announcing mergers with and acquisitions of both competitors and complementary players, and while the motivations are varied – expanded product line, geographic reach, removal of a weak competitor – one question always seems to come up.

What do we do with the brands we just acquired?

It’s amazing how much hand-wringing and downright dysfunction this seemingly simple issue creates. But there’s a lot at stake. Executive (and often times founder) reputation, employee identity, investor confidence and of course customer expectations all come into play when two companies with strong brands come together.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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