Category: Branding

How to Keep Your Brand Intact, Even After Being Acquired

Acquisitions happen for many reasons. Accelerating growth. Financial challenges for the soon to be acquired. Taking out a competitor. Buying, rather than building, a particular technology. Cash in the bank. And on ... and on.

Of course, most of the time, the real reasons may not even be crystal clear to the outside world, but inside the often cited motivation from the acquirer to the new acquiree is, “the brand” and its people.

In fact, the brand was one of Wipro’s expressed reasons for acquiring Appirio last fall. It was decided that the Appirio brand would remain so that both parties could leverage the momentum and reputation we have built in the last ten years.

But that decision was only reached after negotiations at the highest level had hashed out the pros and cons. Everyone had to be comfortable with the decision.

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CNN Interviews Jamie Turner About the Donald Trump Brand

What will the impact of Donald Trump's Presidential campaign be on the Donald Trump brand? That's the question CNN's Christi Paul asked Jamie Turner in a lively discussion at the CNN studios in Atlanta.Click below to watch the full interview and to hear what Jamie has to say about everything from Donald Trump to Oprah Winfrey and more.Want marketing and branding tips delivered to your in-box several times a week? Click here to become a member of our SPAM-free e-newsletter community which is read by tens of thousands of executives around the globe each month.Jamie Turner is an internationally-recognized author, speaker, and business thought-leader. You’ll find him on the 60 Second Marketer and as an expert commentator on CNN. He is the founder of SIXTY, a marketing optimization firm that helps clients get more bang for their marketing buck. 101 Digtial E-book 2.001

How Will the Brad and Angelina Divorce Impact Their Brands?

There's a surprising twist in how the Brad Pitt and Angelina Jolie brands will shake out after their divorce.Most business people assume that the divorce will have a short term negative impact on their brands and marketability. Over time, the negative story will ultimately resolve itself and have a neutral impact on their brands and marketability.Actually, the opposite is true. In the short term, their divorce will have a positive impact on their brands and marketability which, over the long run, will settle in to a neutral impact.Why is this so?Continue Reading..