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SWOT Team: When a Brand Is Merged

by Hank Stroll  |  
November 16, 2004

Today's mergers, acquisitions and spin-offs don't always lead to positive results for a company's brand. Regrettably, during such transitions, a company's brand can get lost.

Particularly for a small business, a name change could mean disaster. Such companies don't have the resources to educate customers about a name change. Lack of a brand reflects poorly on the company, and customers shy away in fear of its perceived instability. How does a company regain its brand without gaining a bad reputation for the constant changes it has undergone?

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This Week's Dilemma

Brand-less thanks to changes

After 15 years, our mom and pop agency took on two partners that didn't work out. We went through many changes, including changing our name (which had moderate awareness) and positioned the change as the "Best of OldName—made even better." Instead of keeping that promise, our service tanked and chaos ensued. Now that we've broken away, we're stuck with a no-name moniker that we don't love and no brand. How do we proceed without looking unstable?

—Caroline, Advertising Manager

Previous Dilemma

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

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