Question

Topic: Branding

What To Do With Product Info In Legacy Case Studies After A Merger

Posted by Anonymous on 3/16/2004 at 2:29 PM ET 250 Points
We are merging with another company and the two companies will become a new company - new name, logo, etc. The products will become integrated moving ahead and also have new names. Both companies have customer case studies using their existing products. When we merge and re-format the case studies in the new layout, do we use the new product names, or use the old product names. If we use the old product names, then there will be some case studies with one application name, then another set with the other application name. What do companies usually do?
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RESPONSES

  • Posted by Blaine Wilkerson on 3/16/2004 at 5:23 PM Accepted
    I would be cautious about mergering brand names. There is a good discussion about this going on here:

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=609

    There has to be something that drew those customers to that particular brand. You risk losing a large % of retention if you about switching names.

    See my response in the above mentioned thread...it is the same I would say to you in this case.

    Good Luck!
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