Rebrand consulting following a change of control: merger, acquisition, consolidation, spinout, or carveout.
After a change of control, companies often need to rebrand, consolidate brands, "debrand" to remove legacy branding, or transition to completely new branding. This work can create an immense temporary burden on staff, and disrupt normal business operations.
I come in as a temporary strategic resource, guiding companies through complex rebrand processes that may involve multiple departments, resources, and functions globally. My experience can help avoid pitfalls or forgotten gaps that can delay the transition further. These transitions touch the entire company, and I can shepherd an internal team and/or external resources through the following:
- Project management: transition team identification/assembly, meetings, checklists, progress dashboards, leadership updates, timeline, budget.
- Brand strategy: category redefinition, positioning updates, value proposition refinement, copy/messaging updates, company/product renaming, brand architectures, new taglines.
- Marketing material: websites, brochures, collateral, sales tools, product packaging, social media profiles, presentations, tradeshow booths, video.
- Visual design: corporate identity systems, brand guidelines, logos, photos, colors, fonts.
- Legal/Regulatory: legal name changes, trademarks/copyright, product registrations with government entities, distributor agreements, purchasing agreements.
- Physical offices and manufacturing sites: physical environment updates, new signage, local entity changes.
- Customers: rebrand notification letters, catalog updates, purchasing/SKU updates.
- Internal: brand transition team assembly, rebrand status reports to executive leadership, employee rollout, email notifications, presentations, brand training, talking points for customer/tech service/customer facing roles.
- Rationalization: SKU reduction, consolidation, line extension, divestiture/spin out.
- Vendors, distributors, and partners: notification letters, FAQs, “hotlines”
I have rebranded over 30 companies following a change of control, including:
- Abon
- Acon
- Acceava
- Actim
- Axis Shield
- BinaxNOW
- Biosite
- Biostar
- Cholestech
- Clearview
- Concateno
- DiagosisOne
- Determine
- Empress
- Epocal
- First Check
- Free & Clear
- HemoSense
- Instant Technologies
- Inverness Medical
- Matria
- Matritech
- MedApps
- Medical Automation Systems
- Osteomark
- Panbio
- Redwood Toxicology
- Quality Assured Services
- SD Bioline
- Standing Stone
- Wampole
- Wellogic
Please contact me to schedule a free introductory call to see how I might assist you through this important transition.