October, 2014

What’s in a (brand) name?

History. Habit. Equity. Company and product names are loaded with significance and are an enormously valuable facet of any company’s brand. So what happens to that brand when one enterprise acquires—or merges with—another? We’ve seen the blending of corporate brands handled both well and poorly. Here’s what makes the difference: Strategy. Successful rebranding in the […]

Read More →

Read More →

Top