Statistics prove that an M&A deal can be one of the most risky moments an organisation can ever experience, frequently with damaging or even fatal results. Some 75 percent of failed mergers are blamed on poor brand and culture integration. Such deals are inevitably surrounded by much excitement and anticipation of getting ‘the deal’ across the line. There is every opportunity however, for resources to be distracted at a time when they should be planning a robust brand strategy that ultimately must represent the new entity and move it forward. We action a process that comprehensively deals with the unique issues faced by brands that must survive M&A change, that brings clarity to the available options and simplifies decision making. We determine how, what and when to communicate with customers, employees and shareholders to keep them informed and retain brand loyalty.
