Increase your odds of M&A success with brand architecture (Landor Perspectives 2011)

This article argues that a solid brand architecture plan can improve the chances of success of mergers and acquisitions (M&A) that involve a range of different brands.

Increase your odds of M&A success with brand architecture (Landor Perspectives 2011)

Martin BishopLandor

After a recession-induced lull, merger and acquisition activity is picking up once again. Many businesses are sitting on mountains of cash—Bloomberg estimates that the top 1,000 companies worldwide have almost $3 trillion among them—and they're in "use it or lose it" mode. The temptation to acquire other brands to speed growth will be tough to resist.

Despite its continuing popularity, M&A has a terrible track record. Reviews find that the chance of an acquisition increasing shareholder value is no better than a flip of the...

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