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  • Writer's pictureBrian Creath

Should You Combine Those Brands? (Or Not?)

Updated: Jan 22

It's a question most asked as a result of mergers, acquisitions and divestitures. For others, it comes after careful analysis of changing channels, habits or buying patterns. For still others, it is a nagging feeling that your branded assets could be better and more efficiently organized.

Whatever the situation, the answer to the question starts with an evaluation of equity and objectives. The eventual goal: The development of an overarching brand portfolio, platform and messaging map that guides decision-making.

While no two situations -- nor the solutions to those answers -- are the same, there is a path to uncover, develop and articulate the best path to the most equity possible.

Cohesion’s architecture approach was first developed more than 20 years ago to eliminate waste and create consistency for a Fortune 1000 company managing more than 50 brands. Today, that platform process has been utilized more than 200 times to create and manage more consistent positioning and messaging for businesses, brands, solutions, products and more.

We have worked with complex, multi-brand organizations since 1999. We have developed a finely tuned process to develop corporate brand platforms, an approach that successfully consolidates and leverages equity across all audiences, issues, products and services.

(Our Brand & Messaging Platform Work. Click the platform for more examples.)

It's an evolutionary approach that sets brands on a more efficient, consistent and relevant course. And it works equally well for companies and brands both large, and very small.

The Case For Consolidation

In some instances, organizations need to integrate and collapse brands into one or more new, or existing ones. To learn more about this process, download our free white paper, "The Case For Consolidation."

To learn more about Cohesion, visit us as

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