A: Managing your brand through a merger or acquisition is a challenging task. Not only is each party emotionally attached to the brand, the potential loss of one brand and adoption of another is a highly visible change and tends to make people feel insecure. Typically, Kaleidoscope will conduct research as to the equity in the existing brands; the customer reaction, awareness in the market etc. This is especially important if you are entering a new market. It is critical that a comprehensive communications plan is developed before change is begun. Employees, especially your sales teams, need to understand the reason for the change and how it relates to them so that they are a consistent and positive voice to the customer. Customers need to feel in the loop with the changes, as well. For this reason, Kaleidoscope develops a communications plan. In many cases, the corporate name is changed to the house brand but the acquired brands are incorporated into the sub brands. This is a strategic decision that will allow you to capitalize on the equity of the acquired brand and have the customer associate this strength to your house brand. If there is little or no brand equity, it is best to make the change quickly and cleanly. In our experience, the short-term pain will be replaced with a clearer vision for the long term. This is one area that it is very helpful to have research and brand strategy done by an external team that has no vested interest but can achieve the right mix for your organization. 

A: There are a couple of steps that need to be taken when Kaleidoscope develops a new brand. It is critical to have support at the senior level; the executive team must embrace the new branding initiative if it is to be successful throughout the organization.