Although mergers and acquisitions are most often viewed from a financial perspective, the keys to success often rely on less tangible factors than the bottom line. Because brand conveys the reason a business exists and how it intends to have an impact, it plays a pivotal role in uniting the merged entity and maximizing its value. A solid, well-defined brand architecture strategy can greatly improve the odds a company will be to keep the brand top of mind during the deal, value an acquisition appropriately, and have an effective plan in place to leverage the new brand assets.
As the battle for customer loyalty intensifies, brands are the source of distinction that attracts attention, define offerings, build loyalty, and deliver an organization’s unique value proposition. In the age of the customer, developing a differentiated brand is a purposeful process where insight, intuition, and inspiration combine to help transform brands from ordinary to extraordinary.
Does your brand own a distinct place in consumers’ minds that is truly meaningful to them? Brand strategy is all about how you differentiate and position your brand in the market. Great brand strategy revolves around clearly articulating your differentiation against competitors.