Best Practices for Branding a Merger

By Ryan Rieches
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When two public companies come together to form a new Fortune 500 size organization, a tremendous amount of research, strategic planning and creative direction goes into developing the new corporate brand. In this episode of Branding Business, Ryan Rieches, CEO at RiechesBaird, interviews Alan Chapple, Director of Corporate Communications at Axiall Corporation — the newly formed company post the merger of Georgia Gulf and the commodity chemicals division of PPG — to discuss best practices for branding, launching and communicating a merger of equals.

Topics covered include:

  • Marketplace Research: How research plays a key role in uncovering brand value prior to a merger and what insight can be leveraged to design a brand promise that will be best suited for future growth. (7:30)
  • New Name Selection: The process used and criteria required when selecting a new brand name. (10:40)
  • Dissecting the Axiall Name: How the Axiall name communicates what was uncovered via research, how the name tells the story of what the company does. (16:45)
  • Launching the Brand: The process involved internally and externally to effectively communicate the rollout of a new brand. (18:47)