May 28, 2014

Merger Integration – 8 Ways CFOs Benefits from Working with Brand Implementation Firms

I was shocked when the merger integration meeting began with: “We want to know whose throat to choke if something goes wrong!” Then again, this was an eight-figure contract with a major corporation. The CFO and the head of global procurement had called the face-to-face meeting to remind me that the nationwide brand implementation contract was a significant portion of their merger integration budget. I had second thoughts about clearing my throat or taking a drink of water before speaking…
Over the years, it has been our standard practice to support CFOs on multiple fronts:

  1. Data Collection: During the due diligence phase of merger integration planning, our brand implementation firm can be a great source of business data about the company’s branded assets and touchpoints. Our ix Assessment App collects data about thousands of branded assets, and the information can be sliced and diced into convenient reports.
  2. Scalability: The business processes provided by our brand implementation firm can be incorporated into a company’s merger integration practices, giving the CFO a more comprehensive, scalable process.
  3. Budgeting: The CFO’s efforts to forecast merger integration budgets can be enhanced through with our ability to accurately estimate of the cost of brand implementation.
  4. Outsourcing: CFOs love to reduce complexity in their organizations, since complexity leads to higher operating costs and less efficient processes. Outsourcing non-core functions to merger integration experts, such as our brand implementation firm, allows the corporation to stay focused on its core business.
  5. Economies of Scale: We know the products and services needed for merger integration, and have experience negotiating volume discounts to rebrand thousands of corporate touchpoints, such as signs, vehicles, and uniforms. By selecting a smaller number of high-quality vendors, we can negotiate more favorable terms during massive rebranding initiatives.
  6. Standardization: Standardization is less expensive and more efficient than customization, especially when we’re talking about thousands of touchpoints. We standardize brand identity options, which lowers the cost and time involved with merger integration. Even better, the selection and ordering process for brand-compliant graphics can be continued after the merger integration is completed.
  7. Brand Ownership: CFOs need to be aware of the brands the corporation is selling or acquiring, since they are included in purchase agreements. What they often don’t know is where those brands appear. We can uncover obsolete brands that need to be removed from the company’s infrastructure to comply with legal agreements.
  8. Brand Equity: The finance and marketing departments often determine brand equity. What is usually missing from that calculation is the value associated with impressions from all branded touchpoints. Our brand implementation firm has a process that captures branded touchpoint data to determine the number of impressions.

The nationwide brand implementation went smoothly with our client. My throat was untouched. And we are now part of the corporation’s overall brand management process on a daily basis and handle their new merger integration efforts during M&A activity.