Re-positioning After Mergers and Acquisitions
December 2, 2008 | Posted by: Jim Ivers
In the movie Apollo 13, engineers are faced with the problem of building new oxygen scrubbers for the lunar module with parts from the command module. Management dumps a seemingly disconnected set of parts, most of them with rounded edges, and presents the engineers with something quite square that needs to be built from those parts. Time is critical and lives hang in the balance.
Such is the life of marketing execs in the event of mergers and acquisitions. Your CEO will dump seemingly disconnected brands, market segments, web sites, and collateral on your desk with the expectations that you can quickly, seamlessly and inexpensively meld them all into a tidy box.
And by the way, it is not enough to build a case of 1+1 being something other than just 2. It has to be 3. And a half. Different merger profiles present different challenges. Let me give you three very different scenarios from my experience and a brief overview of how each were addressed.
At webMethods, we acquired three companies on the same day, all of which extended the ability of the company to address service oriented architectures and collaborative development. The acquisitions provided the perfect opportunity for reshaping the messaging of the company to demonstrate how webMethods had evolved from an early pioneer in application integration to a viable player in the world of Web services, Business Activity Monitoring, and composite applications. We could have done that positioning without the acquisitions, but the assets acquired gave tangible evidence that webMethods had truly evolved with the needs of the market, opening opportunities with a new set of prospects and demonstrating to the customer base that the company was actively working to protect their investment. The message was clear: the three acquisitions not only added new capabilities to the company, they actively synergized with the existing products and each other to create something much more compelling.
BTW, if you were wondering I can assure you that there are zero economies of scale in making simultaneous acquisitions, but that is a story for another time.
Cybertrust was a new entity formed by the merger of three companies, each with a diverse product set and each with differing geographic coverage. Our research showed that the pre-merger companies had positive brand equity, and most of that was based on the perceived talents, knowledge and abilities of the staff. We decided to buck the product driven mentality of the security market and build messaging that emphasized a collaborative approach that leveraged the perceived expertise of the staff, the strength of the combined portfolio of offerings, and the global capabilities. By departing from the positioning of the pre-merger companies - and the entire security market - Cybertrust emerged as something new and compelling, and we were able to create differentiation in a very noisy and confusing market. When we launched the new brand at the RSA tradeshow (THE tradeshow for security) the new positioning was so well received that we were given best in show honors for our booth and we were off and running.
Vovici was yet another scenario, this time the merger of two companies of similar size with similar product sets that addressed different markets (i.e. SMB versus enterprise). This scenario can be particularly tricky for messaging and positioning. Favor one market or pre-merger company and the other side will feel disenfranchised. Land somewhere in the middle and you run the risk that the end result will fail to resonate with either pre-merger group, and everyone will feel that the new company has left them behind. One solution is to take a persona based approach with messaging tailored specifically to each of the markets you need to address. The foundational elements of the brand and positioning of the new company can be used in each persona to create consistency, but the specifics of the messaging can diverge to accommodate the specific needs of each market.
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Comments
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cfds
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Interest article in the re-positioning. I would certainly add a link on my blog.
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