Denise Lee Yohn's Page

The recent uptick in M&A activity raises questions about how best to manage the brands involved in M&A transactions.



To date, brand strategy has often been overlooked in M&As (recent research revealed that corporate brand strategy was a low or moderate priority consideration during negotiations in two-thirds of 200+ recent deals) – but one need to look no further than the branding mishaps of AT&T/Cingular’s back-and-forth a few years ago or the current cumbersome and… Continue