Organizational rebranding, product launches, succession-planning, mergers and acquisitions… It seems organizations are always undergoing some type of transition. And transitions can be hectic. So hectic, in fact, that many organizations overlook their most important assets: their brands.
Yet, transitions are a critical time for brands. In mergers or acquisitions, for example, it’s not only the balance sheets that must be merged, but also the organizations’ products or services, their reputations, and even their customer bases. Will the new brands be repositioned as part of the acquiring organization’s brand family? Will they continue to stand on their own? If an acquired brand is to be sunsetted, how will the transition be handled? And how will we deal with the two organizations’ employees, customers, clientele or members?
These issues are the tip of the iceberg in the delicate but critical process of Brand Transitioning.
A misstep at this crucial juncture could create a major setback for both organizations’ brands – disenfranchising customers, impacting sales, and devaluing brand equity. By contrast, seamless transitioning of your brands maximizes your return-on-investment, builds customer loyalty, and forges a unified organizational structure.
MarketPoint understands the importance of developing an elegant and workable solution to the Brand Transitioning challenge.
With experience in branding, marketing, public speaking, and organizational dynamics, our brand management experts can craft a solid plan for managing your organization’s brands through transition.
Call us to find out more.