{"id":1684,"date":"2021-12-15T11:00:00","date_gmt":"2021-12-15T10:00:00","guid":{"rendered":"https:\/\/thebrandproject.com\/?p=1684"},"modified":"2023-03-07T10:38:44","modified_gmt":"2023-03-07T09:38:44","slug":"ma-when-brand-matters-most","status":"publish","type":"post","link":"https:\/\/thebrandproject.com\/no\/ma-when-brand-matters-most\/","title":{"rendered":"M&#038;A: When brand matters most"},"content":{"rendered":"\n<section class=\"block post-intro      first\">\n\n<div class=\"wrapper grid-12 \">\n    <div class=\"img-wrapper fade-me \">\n        <img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1303\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/getty-images-goYj5vfSprE-unsplash-scaled.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/getty-images-goYj5vfSprE-unsplash-scaled.jpg 2048w, https:\/\/thebrandproject.com\/wp-content\/uploads\/getty-images-goYj5vfSprE-unsplash-720x458.jpg 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/getty-images-goYj5vfSprE-unsplash-1280x815.jpg 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/getty-images-goYj5vfSprE-unsplash-768x489.jpg 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/getty-images-goYj5vfSprE-unsplash-1536x977.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/>             <\/div>\n\n     <div class=\"title fade-me\">\n        M&#038;A: When brand matters most     <\/div>\n\n    <div class=\"excerpt fade-me\">\n        More than ever before, mergers &#038; acquisitions are brand-driven choices for continuous growth and development of an organization. When executed right, a strategic expansion can secure transformation success and create new, powerful verticals. However, merging or acquiring another brand requires a clear understanding of the forces that come in play when integrating two organizations \u2014 effectively transforming them into a new reality. And changing the brand strategy at the very core.     <\/div>\n\n     \n<\/div>\n\n\n\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium 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.logo{position:absolute;bottom:3.125rem;left:6.25rem;max-width:15rem;max-height:6.25rem;width:auto;height:auto;-webkit-box-shadow:none;box-shadow:none}section.post-intro.work .wrapper .title{padding-top:70vh;-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro.work .wrapper .excerpt{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.875rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}@media screen and (max-width:63.6875em){section.post-intro .wrapper .title{padding-top:8.75rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10}section.post-intro .wrapper .img-wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-top:0.75rem}section.post-intro.work .wrapper .img-wrapper{height:50vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:3.75rem}section.post-intro.work .wrapper .title{padding-top:55vh;-ms-grid-column:1;-ms-grid-column-span:10;grid-column:1\/11;font-size:4.125rem;line-height:4.9375rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:1.125rem;line-height:1.8125rem;margin-top:0}}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{padding-top:6.875rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10;font-size:2.5rem;line-height:2.8125rem;grid-column:1\/13}section.post-intro .wrapper .excerpt{margin-top:0;font-size:1.125rem;line-height:1.75rem}section.post-intro.work .wrapper .img-wrapper{height:70vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:1.25rem}section.post-intro.work .wrapper .title{padding-top:75vh;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:2.5rem;line-height:2.8125rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{line-height:1.375rem}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   post\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  \">\n        \n        \n        <div class=\"content \">\n            <p>If we remove the financial and due diligence part of any acquisition or merger, we can look at this subject strictly from an identity and brand-driven perspective.<\/p>\n<p>Acquiring or merging with a new company will force a new set of transformation needs upon you. Undoubtedly, the newly acquired or joint entity will have employees, products, services or solutions, technology, as well as an existing customer base and a brand strategy. And they will have somewhat of a\u201cwe have always done in that way\u201d basis for doing things.<\/p>\n<h5><strong>Your gut feeling vs. science<\/strong><\/h5>\n<div>\n<p>When you and your team find yourself in a post-signed M&amp;A situation, it is important not to follow your\u201cgut\u201d, as one often does, but apply a scientific approach to the different scenarios.<\/p>\n<p>Surely, the acquisition\u2019s brand could be swallowed as a whole and deleted, or kept exactly as it is. Or there could be a combination of both. Or you could endorse it with your own master brand. Or even just change the design to become part of the existing brand family. And there are ten other possible options and combinations&#8230; You see where this is going.<\/p>\n<\/div>\n<h5><strong>Four dimensions of post M&amp;A actions<\/strong><\/h5>\n<div>\n<p>After some years of driving brand architecture strategies and integrations post M&amp;A processes for both large global players and more independent, product and portfolio-focused companies, we have some thoughts on four key dimensions to cross off the list of post M&amp;A actions, from an identity and brand-driven perspective.<\/p>\n<ol>\n<li>Define roles, dependencies and ownership<\/li>\n<li>Define the strategic landscape<\/li>\n<li>Decide on the brand architecture<\/li>\n<li>Form and transform the organization<\/li>\n<\/ol>\n<div class=\"x-col e7263-23 m5lr-a m5lr-c text-button-section\">\n<div class=\"x-text e7263-24 m5lr-f m5lr-g m5lr-h m5lr-m headline\">\n<p id=\"1-define-roles-dependencies-and-ownership\"><strong>1. Define roles, dependencies and ownership<\/strong><\/p>\n<p>The steps you should be undertaking involve defining the role of the brand you have merged with\/recently acquired \u2014 with that, a few questions should be answered:<\/p>\n<\/div>\n<div class=\"x-text e7263-25 m5lr-g m5lr-h m5lr-j m5lr-l mobile-font-size\">\n<ul>\n<li>Is your ownership short-term or long-term?<\/li>\n<li>Is it a natural or unnatural addition to your portfolio and as such, can it generate(rapid) growth by itself or does it need your support?<\/li>\n<li>Is it a strategic ownership to outperform the competition and could it operate\u201chidden\u201d as a flanker brand?<\/li>\n<li>Is it a completely new offering, that extends your current services, solutions, or products and fits your current offering as an organization and as a total?<\/li>\n<li>Or is it something so new, that you will have to transform your own business to make it fit?<\/li>\n<li>Is it in a new region\/country and with that, will new rules and regulations apply (culturally\/regulatory)?<\/li>\n<li>Will the merger\/acquisition move your company into a new position, and, is that a position you desire?<\/li>\n<\/ul>\n<p>Based on these strategic questions, one should evaluate the next scenarios based on actual ownership percentage. A joint venture leaves less room for managed transformation compared to majority ownership. Minority ownership may still leave some room for influence, but you will not be able to push solutions onto your new partner.<\/p>\n<\/div>\n<\/div>\n<div class=\"x-col e7263-26 m5lr-a m5lr-c text-button-section\">\n<div class=\"x-text e7263-27 m5lr-f m5lr-g m5lr-m m5lr-n headline\">\n<p id=\"2-define-the-strategic-landscape-with-a-brand--marketing-audit\"><strong>2. Define the strategic landscape with a brand &amp; marketing audit<\/strong><\/p>\n<\/div>\n<div class=\"x-text e7263-28 m5lr-g m5lr-h m5lr-j m5lr-l mobile-font-size\">\n<p>You have to know how the products are sold, how the services and solutions are brought to the customer, and how they are marketed. A combined brand and marketing audit will tell you the exact state of the brand, how it is perceived in the market, and what the internal culture looks like. It provides a factual helicopter view of the current status and what opportunities and challenges the organization, and its products are facing mid-merger\/acquisition. You may want to add a financial brand equity audit to establish actual brand value \u2014 but that is probably already done during the preceding due diligence process.<\/p>\n<p>This audit creates a leadership toolbox that can and should be used to further decisions, decide on directions, and eventually, holistic strategies for the brand challenges and opportunities at hand.<\/p>\n<p>You can read a bit more about brand audits right here. In an architecture scenario \u2014 you should always add the dimensions of sales and marketing to ascertain actual brand value in the market, as well as how customers actually are exposed to the brand in both a sales and marketing situation.<\/p>\n<\/div>\n<\/div>\n<div class=\"x-col e7263-29 m5lr-a m5lr-c text-button-section\">\n<div class=\"x-text e7263-30 m5lr-f m5lr-g m5lr-h m5lr-m headline\">\n<p id=\"3-decide-on-the-architecture-and-implement-design-and-communication-changes\"><strong>3. Decide on the architecture and implement design and communication changes<\/strong><\/p>\n<\/div>\n<div class=\"x-text e7263-31 m5lr-g m5lr-h m5lr-j m5lr-l mobile-font-size\">\n<div>\n<p>Once you have the knowledge of the strategic landscape and can see the opportunities of a certain architecture, decide on the one most feasible for your endeavours and strategic ambitions.<\/p>\n<p>And as always, use any opportunity to <strong>simplify, simplify, simplify! <\/strong><\/p>\n<p>Your customers will thank you for it.<\/p>\n<p>From there your brand and design guys and gals should address design and communication changes and implement them rapidly. Also, any change in brand architecture will demand an organizational transformation, either from the managing party or the acquired one. Daily business, brand management structures, communication, and leadership will not be the same after any M&amp;A activities have taken place, which leads us to step four.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"x-col e7263-32 m5lr-a m5lr-c text-button-section\">\n<div class=\"x-text e7263-33 m5lr-f m5lr-g m5lr-h m5lr-m headline\">\n<p id=\"4-form-and-transform-the-organization-create-a-winning-culture\"><strong>4. Form and transform the organization, create a winning culture<\/strong><\/p>\n<\/div>\n<div class=\"x-text e7263-34 m5lr-g m5lr-h m5lr-j m5lr-l mobile-font-size\">\n<p>Create the new organization. Preferably a liquid, moving, changeable organization. This helps to ensure your ability to change it once the dust has settled, market movements have accepted the change, and your organization has set the pace with the new brand\u201con board.\u201d<\/p>\n<p>Don\u2019t fool yourself. Merging or acquiring a new brand or a portfolio of brands will demand a change of routines, leadership, and cultures. These changes need to be addressed, preferably in a transparent, proactive, and communicative manner. That\u2019s a different project, but don\u2019t take it lightly. Some inspiration in terms of transparent leadership can be found here. Some organizations actually use mergers and acquisitions to review and alter their brand strategy, and with that, their brand platform.<\/p>\n<\/div>\n<\/div>\n<div class=\"x-col e7263-35 m5lr-a m5lr-c text-button-section\">\n<div class=\"x-text e7263-36 m5lr-f m5lr-g m5lr-h m5lr-m headline\">\n<h5 id=\"culture-intertwined\"><strong>Culture intertwined<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7263-37 m5lr-g m5lr-h m5lr-j m5lr-l mobile-font-size\">\n<p>This internal, cultural change may very well be the hardest one to execute. Imagine two sovereign countries merging, or one country taking over the other \u2014 all the while in a friendly manner, it will not be likely that e.g. the English suddenly would become French over the first baguette.<\/p>\n<p>Integrating two cultures and belief systems needs to become a different project all together, with top management responsibilities, HR execution power and the relentless creation and support of great brand ambassadors and internal change agents. Eliminate the barrier builders, build on the motivators, and always remember \u2014 people do not want change given the choice. At the same time, we all know by now that the seven most expensive words in business today are: \u201cwe have always done it that way.\u201d<\/p>\n<p>Mergers &amp; acquisitions and consolidations are parts of everyday business life. Make the investments count. Go from gut to facts and scientific development.<\/p>\n<p>Be aware of cultural pitfalls and go for the win.<\/p>\n<\/div>\n<\/div>\n<\/div>\n                                <br>\n                    <a class=\"button\" href=\"https:\/\/thebrandproject.com\/contact\/\" target=\"_self\">Now let&#039;s talk about you! Get in touch.                    \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                <br><br>\n                    <\/div>\n\n        \n                    <div class=\"published\">\n                Published <br >\n                15. desember 2021            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li{letter-spacing:0.9px;line-height:1.5625rem;padding:0.0625rem 0}section.content .wrapper.split .right ul li:before{margin-top:0px}}@media screen and (max-width:47.9375em){section.content .wrapper.split .content{width:100%;margin-bottom:0}section.content .wrapper.split .content.hideleft{display:none}section.content .wrapper.split .right{width:100%}section.content .wrapper.split .right ul{margin-left:0}section.content .wrapper.split .right ul li{padding:0}section.content .wrapper.split .right ul li:before{width:15px;height:15px}section.content .wrapper.split .right.hideright{display:none}}section.content .wrapper.full{-ms-grid-column:1;-ms-grid-column-span:11;grid-column:1\/12}section.content.post .grid-12{border-bottom:1px solid black;margin-bottom:2.5rem}section.content.post .wrapper{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;margin-bottom:0}section.content.post .wrapper h5{margin-bottom:0.2em}section.content.post .wrapper .published{font-size:0.875rem;line-height:1.25rem;margin:2.5rem 0 0 0}@media screen and (max-width:63.6875em){section.content.post{border-bottom:none}section.content.post .grid-12{border-bottom:none;margin-bottom:none}section.content.post .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;border-bottom:1px solid black}}section.content.work .wrapper{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11}@media screen and (max-width:63.6875em){section.content.work .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block posts \">\n\n     \n\n    <div class=\"svg-animation bottom small\">     \n    <div class=\"wrapper-noanimate\" style=\"background-image:url(\n               https:\/\/thebrandproject.com\/wp-content\/uploads\/smallblack.svg                );\">\n    <\/div>\n<\/div>\n\n    <div class=\"wrapper grid-12 \">\n\n    \n   \n    \n    <div class=\"grid-2 grid-s-1 cg-0 rg-40 rg-s-20 inner\" id=\"load-posts\" data-ppp=\"10\" data-post-type=\"post\">\n\n                <div class=\"item\"  data-id=\"1676\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Rebranding &#8211; en strategisk vurdering<\/a><\/h3>\n            <p>Rebranding er et kraftig strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller sette til livs en ny retning. Her kommer noen do\u2019s og dont\u2019s, og hva som er viktig \u00e5 vurdere f\u00f8r du tar med beslutningen inn til styrerommet. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n                <div class=\"item\"  data-id=\"1673\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">\u00c5 lede en rebranding prosess<\/a><\/h3>\n            <p>Dere har n\u00e5 tatt det store (og definitivt skremmende) valget om \u00e5 rebrande selskapet, produktet\/og eller tjenesten deres &#8211; s\u00e5 hva n\u00e5? I denne artikkelen g\u00e5r vi stegvis gjennom reisen dere st\u00e5r ovenfor og hvordan navigere seg gjennom denne berg-og-dal-banen. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n              \n    <\/div>\n        \n\n\n            <div class=\"grid jc archivelink\">\n            <a href=\"https:\/\/thebrandproject.no\/innsikt\/\"><span>G\u00e5 til innsikt<\/span><?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g 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svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small 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3.75rem}}@media screen and (max-width:47.9375em){.post-template-default section.posts{padding:2.5rem 1.25rem 6.25rem 1.25rem}}<\/style><\/section>\n\n\n\n<section class=\"block quote negative darkbg\">\n\n     \n\n\n\n    <div class=\"grid side-padding ac inner\">\n        <div class=\"wrapper grid-12\">\n            <h2>When customers, employees, and stakeholders love your brand, you fuel growth and create a platform for long-term success.<\/h2>                            <a href=\"https:\/\/thebrandproject.com\/expertise\/\" target=\"_self\">Read about our expertise \n                \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                    <\/div>\n    <\/div>\n\n    <style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper 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.svg-wrapper{height:48px!important}section.quote{height:100vh;min-height:62.5rem;position:relative}@media screen and (max-width:63.6875em){section.quote{min-height:50rem}}@media screen and (max-width:47.9375em){section.quote{min-height:25rem}}section.quote .inner{height:100vh;min-height:62.5rem}section.quote .inner .wrapper{padding:0px}section.quote .inner h2{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-family:avenirreg,sans-serif;font-size:3.4375rem;line-height:4.625rem;font-weight:400;overflow:visible;letter-spacing:0.42px}@media screen and (max-width:47.9375em){section.quote .inner h2{font-size:1.5625rem;line-height:2.1875rem}}section.quote .inner a{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;text-align:center;margin-top:6.25rem;text-decoration:none;color:black;position:relative;overflow:visible;font-family:avenirbold,sans-serif;font-size:0.9375rem;line-height:1.125rem;letter-spacing:1.6;text-transform:uppercase;text-align:left;-webkit-transition:all 0.5s ease;transition:all 0.5s ease}section.quote .inner a svg{-webkit-transform:rotate(-90deg);transform:rotate(-90deg);width:2.5rem;height:2.5rem;position:absolute;top:-0.875rem;margin-left:1.25rem}section.quote .inner a svg g{stroke-width:3}section.quote .inner a:hover{opacity:0.5}@media screen and (max-width:63.6875em){section.quote .inner{min-height:50rem}section.quote .inner h2{-ms-grid-column:2;-ms-grid-column-span:10;grid-column:2\/12}}@media screen and (max-width:47.9375em){section.quote .inner{min-height:25rem}section.quote .inner h2{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.quote .inner a{text-align:left;margin-top:2.5rem}section.quote .inner a svg{width:1.25rem;height:1.25rem;top:-0.125rem}section.quote .inner a svg g{stroke-width:8}}section.quote.negative{background-color:black}section.quote.negative .inner{color:white}section.quote.negative .inner a{color:white}section.quote.negative .inner a svg g{stroke:white}<\/style><\/section>","protected":false},"excerpt":{"rendered":"<p>More than ever before, mergers &#038; acquisitions are brand-driven choices for continuous growth and development of an organization. When executed right, a strategic expansion can secure transformation success and create new, powerful verticals. However, merging or acquiring another brand requires a clear understanding of the forces that come in play when integrating two organizations \u2014 effectively transforming them into a new reality. And changing the brand strategy at the very core.<\/p>\n","protected":false},"author":8,"featured_media":6043,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-no"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M&amp;A: When brand matters most | The Brand Project<\/title>\n<meta name=\"description\" content=\"More than ever before, mergers &amp; acquisitions are brand-driven choices for continuous growth and development of an organization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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