Post-merger brand-building: what about the advertising?

The initial launch of a new global corporation entails a new corporate brand and introducing the new company to a host of different target groups and stakeholders.

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...

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