Mergers and acquisitions have long been a popular growth strategy for companies seeking to expand into new markets or territories, gain a competitive edge, or acquire new technologies and competencies. Yet when it comes to increasing shareholder value, M&As have historically achieved mixed business results at best. While many factors contribute to determining whether a merger makes sense and will ultimately achieve desired financial results, brands are often a crucial incoming consideration and a determinant of ultimate post-M&A business performance.
In today’s always-on world, customers expect brands to anticipate and meet their needs in real time. Brand engagement is about encouraging your customers to interact and share in the experiences you create for them as a business and a brand. The best brands create positive experiences–both live and online–for their audiences. But today’s audiences have higher expectations for engagement, interaction and personal benefit.