Summit US Sessions BE_Living in an Acquisitive World Best Practices for Brand and Communications Leaders

Living in an Acquisitive World: Best Practices for Brand and Communications Leaders

Wednesday May 6, 2020 | 11:45 AM - 12:05 PM

Speaker(s):  Julie Ogilvie

Track(s): Brand Experience

Since 2000, 790,000 mergers and acquisitions have occurred worldwide, worth over $57 trillion combined. Marketing leaders in these highly acquisitive environments must be prepared for the inevitable with a plan to take action on day one. From a logic-based brand integration strategy to a thoughtful approach to communicating with a complex range of internal and external stakeholders, marketing plays a critical role in successful integrations. In this session, we’ll provide a strategic decision-making framework for when and how to integrate acquired brands and a stepwise process for communicating with internal and external audiences throughout the integration.

This presentation will provide the following benefits:

  • Discover how to evaluate acquired brands to determine the appropriate speed of and approach to transition
  • Understand best practices for brand architecture, including brand architectures in transition
  • Learn a structured process for building an audience-centric communications plan based on degree of risk

May 4–7, 2020 | Live Virtual Experience

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