Jonathan PaisnerSeptember 11, 2018Acquisition branding, M&A, M&A strategy, naming, brand integration, merger, brand identity, brand equity

Building a platform via M&A? You can’t afford to ignore branding.

Jonathan PaisnerMay 14, 2018M&A, Acquisition branding, B2B branding, brand integration, M&A strategy

What Quaker’s $1.7B Snapple blunder taught me about branding

It might seem paradoxical that B2B brands are wrapped up in more emotion than consumer brands – we think of consumer buying decisions as impulsive, emotional, and B2B buying decisions as analytical, considered. But when it comes to acquisitions, emotions play a big role. B2B leaders - founders especially - often bring the company name to the negotiating table, securing a promise from their new parent that their brand will be maintained.