Question

Topic: Advertising/PR

Signalling Brand Change Post De-merger

Posted by Anonymous on 2/15/2011 at 4:18 AM ET 250 Points
Hi All

I am working on a re-branding and advertising exercise for a major two wheeler company. The same is going through a de-merger after a long association.

I need help with similar examples/case studies from other industries and the media used to effectively and innovatively communicate the change and minimize market effect.

Would appreciate all help and guidance.

Thanks


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RESPONSES

  • Posted on 2/16/2011 at 12:33 PM Accepted
    There are many examples, but you'll need to do your own research as i don't know if there is one single store house of "Case Studies" for such a focused topic.

    "Demerger" examples:
    Cablevision - MSG
    Lucent - Avaya
    Cardinal Health - CareFusion
    Citi - Primerica
    NCR - Teradata

    Not sure what you mean exactly by "minimize market effect," but i'd focus on preventing FUD - fear uncertainty and doubt. Be upfront, clear and prompt with your marketing efforts. Start with your own employees first. And and ensure your MOST VALUABLE CURRENT CUSTOMERS are contacted personally.

    And avoid doing what Motorola is doing as it splits itself in two. It plans to keep the name Motorola in both of the resulting new companies (!!!).

    Best of luck with it...
  • Posted on 2/16/2011 at 11:56 PM Author
    Thank you both or your responses. really appreciate the promptness and the information provided.
    Kevin - by looking to minimize market effect i do mean FUD, however more in terms of protecting market share. I will look into the examples and see if our team can dig out any communication carried out by the states organisations at the time of de-merger/split.
    The organisation in question does not mean to keep the same name as Motorola. However, I as the communication strategist need to suggest the best way forward.

    Please let me know if anyone has any more thoughts.

    Thanks again
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