![]() ![]() Should they rename the acquired company something that incorporated elements of the Microsoft brand? Or should they leave the newly acquired brands as stand-alones? In both cases, Microsoft chose to keep each brand separate which, so far, has paid off. When Microsoft acquired Skype, and later LinkedIn, it faced a decision. ![]() One potential time to rebrand is after an acquisition. Rebranding a Company: When Is It Time? After An Acquisition Along the way, I learned a number of tips that can help any B2B marketer handle a rebrand the right way. To understand these questions better, I decided to interview some marketing experts who work for B2B technology companies from startups to Fortune 50 technology companies. So when to rebrand or not to rebrand? And if you decide to pull the trigger, what do you need to watch out for? Read on… ![]() In short, when they go wrong, rebrands can be career-enders. But, rebrands are also expensive, and risk alienating or confusing current customers. A rebrand promises a fresh new look, maybe a new logo, perhaps even a new company name. Rebranding a company sounds like an exciting project to most marketers. ![]()
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February 2023
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