Post-Merger Brand-Building: What About the Advertising
A corporate campaign can be executed at individual brand level, but it is this always the right approach, asks Roderick White, redcell
You are in charge of communications for a newly merged global corporation, which has taken two equally matched companies and put them together (across national boundaries, with all the culture-shock that can entail) to achieve scale in a highly competitive market. With the merger came the need for a new corporate brand and, at a cost of several mega-bucks, this is in place brand vision, logo, corporate colours, corporate...