Unifying vision, brands and culture in complex company mergers: nThrive

Matt Bowen

Journal of Brand Strategy, 2018, vol. 7, issue 3, 206-213

Abstract: Brand strategy became a crucial factor in the merger of three companies in the healthcare industry: MedAssets, Precyse and Equation Health. Merging three employee cultures, leadership views and differing processes and quality standards proved to be a challenge. First, understanding the existing points of differentiation of each unit and building upon them to create a new, differentiated positioning was at the core of the brand strategy. This is what would enable the new company to emerge into one unified, emotional and empowering story that enabled them to position themselves for future growth and establish a solid leadership position in the industry. Readers of this case study will better understand the process of unifying a brand strategy for three disparate companies. In addition, they will learn about the importance of why every employee needs to have a deep understanding of how the vision, mission, and corporate and brand strategies align and why they should have an individual role in moving the strategy forward.

Keywords: merger and acquisition brand strategy; points of differentiation; brand architecture; brand story; organisation alignment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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