Private Equity’s View on Branding a Portfolio Company

By Ryan Rieches
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BrandingBusiness Founding Partner, Ryan Rieches talks with Kelly Ford Buckley, CMO and Partner at Edison Partners, about how private equity firms use brand strategy for their portfolio companies. The two share insights on the recent rebranding of BFS Financial, and the importance of brand strategy and research in the endeavor.


Topics include:

  • When is the best time for developing brand strategy and identifying value proposition (2:57)
  • The role or research in brand strategy (7:06)
  • Creating a brand promise (10:44)
  • Verbal vs visual branding in B2B brand systems (13:43)
  • How does private equity view the value of B2B branding (17:42)