The weekend WSJ had an interesting piece on brands, marketing and M&A. The authors suggest that a significant blind spot exists in many deals where all the emphasis is on the hard numbers and not enough attention paid to less tangible items such as, "corporate reputation, goodwill and the brand itself."

The following steps are suggested to remedy this:

Selling the Brand. First, a marketer would explicitly consider how the company can communicate the benefits of the merger to customers, employees and investors — and win their support by making them feel like active agents in the deal rather than passive participants. A marketer would also ensure that the new entity's corporate brand is chosen based on strategy rather than expediency.

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