The risks in "getting the deal done". The handling of
brand-related issues can make or break a deal. Why?
Because brand moves send messages, intended and
unintended, to the companies' stakeholders. Wrong or
inconsistent moves—or, more typically, no moves at
all—can confuse customers, discourage employees, and
signal a lack of will and forethought to investors.
Furthermore, the failure to sort out the combined
company's brand portfolio can saddle the firm with an
unnecessarily high marketing cost structure that
delivers no demonstrable benefit.
