What is Brand Diligence - and why should it be part of your M&A strategy?
We define Brand Diligence as a dedicated effort to assess the values and the equities associated with a brand.
A strategic approach will help your deal teams unearth unseen opportunities, and identify potential issues, that may emerge with platform add-ons.
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Companies name too many things. Customers are confused. Sales teams are confused. Product names intended to create clarity and deepen connections often to do the exact opposite. Stop the madness.
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How you name your products defines how you communicate about the core deliverables of your business. A well thought-out system for naming is a natural part of developing and managing a brand.
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It is not uncommon for young companies (particularly technology start-ups) to come to market with multiple brands right out of the gate…Before long, the elevator pitch loses sight of the big idea and becomes mired in the weeds talking about how all the pieces fit together.
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B2B companies experience an ongoing tension between corporate marketing and each of multiple product marketing teams - because their goals aren’t completely aligned.
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As thought leadership platforms evolve into audio/video/digital experiences, there is a greater risk that poor production quality or poor execution can undercut the carefully crafted look/feel/voice of the brand.
Here are 6 things you can do to set up some brand controls while fostering the development of new content.
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How do we capture the essence of our brand in a handful of words?
This sounds hard. That’s because it really isn’t the right question to be asking.
Better: What brief phrase can strengthen and deepen understanding of our brand?
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