Plan Contents
- Assumptions
- Branding Strategy
- Team Charters (Branding, Marketing, Communications)
- End States
- Branding Migration
- Branding Integration Plan
- Dependencies
- Savings and Cost Estimates
- Risks and Mitigating Actions
- Open Issues
- Key Actions by Team (Branding, Marketing, Communications)
Assumptions
- Marketing will be consolidated into one organization
- Launch of one consolidated go-to-market plan for next year
- Global Marketing will drive branding and development and sharing of best practices and regions will continue to drive development and execution of annual go-to-market plans
- Brand will migrate to Acquirer beginning immediately upon close and migration will be complete by end of Q1 next year
- All communication will be coordinated globally with opportunity for local customization to address region-specific issues
Branding Strategy
One Brand – Acquirer’s
- Broader meaning in solutions context
- Same target audience
- Relatively homogeneous needs globally
- Desire for global solutions by partners and clients
- Overlapping value proposition
- Greater investment in broad awareness building
- No legal or translation issues identified
Team Charter: Branding
Charter Statement: Development and execution of the strategy and plan for the migration of the Acquiree’s brand under the Acquirer’s brand.
Areas in Team’s Scope:
- Definition of the brand architecture for the Company
- Development and execution of the detailed brand transition plan
- Identification and migration of all business elements (including signage, collateral, promotional items, business documents, etc.)
- Development of a budget to cover the cost of migration
- Development and execution of a plan to build excitement and support for the Acquirer’s brand with employees, clients, partners and the general public ...