Brand Thinking

From experience one of the essentials in mergers and acquisitions (M&A) rebranding is to have a RoadMap with clear mapping of what must be done to make the whole process seamless and avoid unnecessary disruption to existing client business, or any negativity in market perceptions as a direct result of your changes. The following checklist should give you some useful

Here are the main reasons why rebranding is so important for mergers and acquisitions (M&A) and a checklist of the guiding principles to follow. M&A rebranding plays a crucial role for many reasons, but each has to be focused on maximising the value and success of the newly formed entity. The following list is focused on a full rebranding that

There is no universal brand strategy that applies in all B2B company acquisitions. Developing a branding strategy for acquisitions can be straightforward, if a process based on previous successful acquisitions is already in place, but at the other end of the spectrum it can be complex, especially if it is somewhat of an afterthought when the dust settles after the

Building brands means being tuned into people’s aspirations because brands that are aspirational win loyalty, premium and appeal.  Great brands fire people’s hopes and ambitions and these aspirations fuel their choices. You might think this only applies to consumer branding but B2B branding is not done to entities and buildings, it is focused on reaching through to key decision makers

Rebranding is only necessary if and when your business can continue to compete in a constantly evolving market, and you are supporting clear business goals. Here are some tips for how to decide if you should be looking seriously at a business rebrand. Critique your current brand and how it aligns with your market and against key competitors. One of

By its nature rebranding is only necessary where there is a need for significant change. That is where your brand is failing, has a poor perception or where major change is demanded.  We aim to give you a feel for the best rebranding strategy start point, deciding whether to go ahead and being crystal clear on what matters most in

Strong brand positioning can have a significant impact on the long term success of your business. Getting it right can be hard, but it’s also crucial. Recognising and dealing with your brand going out of alignment is part of this process. There is a common misconception in business that your company brand is a constant. Somehow it stays alongside your

Surely the priority for business to business is sales effort, especially where it is a complex or technical sell? The short response is, no. Branding feels like the domain of the major consumer players brand marketing their products to the general public through digital channels, retailers trying to capture our attention on the high street or global corporations with big

A product needs branding the same as a company does, but there are distinct differences in how to develop product brands. This branding should be unique to the product while also tying it in with the wider brand around it, this leads to product branding being somewhat of a tightrope walk between making the brand unique and making the brand

When is the right time to rebrand ourselves as an agency that specialises in rebranding? Now that is a tough one! It’s the classic tradesman who never gets around to his own home, too busy doing client work. So, we are eight years down the line and decided last Summer that we really need to allocate time to the Luna

For the second post in the Luna series: Iconic Brands: Why Are They So Good? We are taking a look at Coca-Cola, a brand with similar strength and heritage to Guinness in the first instalment of the series but for soft drinks rather than alcohol (they won’t all be drinks, we promise!) This is the story of how one brand

Brand integration in the M&A market takes time and attention, it doesn’t just happen. Despite the apparent simplicity of a business integrating their acquisition into the corporate brand, the reality is far more complex than it appears on the surface. From a brand perspective there is a triangle of communication that needs addressing. The three points of the triangle are: first,