Take an inside peek into the rebranding process used to give life and focus to a multi-company acquisition. Mergers and acquisitions are an effective way to quickly achieve economies of scale, improve operational efficiency and expand into new market segments. They are a fast-track to diversification through organic group that helps mitigate risk. But from a marketing perspective, there are several key considerations to evaluate before moving forward with a full-scale rebranding launch.
On this episode you'll hear details of a business rebrand initiative which was triggered by a business acquisition from three unique perspectives: Genuen CEO Jeff Gray, Genuen SVP of Business Development Todd VanGilder, and TREW Marketing President Lee Chapman.
We cover everything from internal alignment, company naming and brand messaging development, and the external brand launch. You'll hear what the Genuen team enjoyed most about the process, and what surprised them along the way. If you are considering a rebranding effort or have one underway, there is a ton of insightful information on this episode to help with your own plans.
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About TREW Marketing
For more than a decade, we’ve helped engineering and technical companies elevate their brand, engage with their audiences, and generate new opportunities. We base our work on insightful research, unrivaled industry expertise, and detail-oriented execution. We understand that highly technical audiences look past standard marketing tactics, so we take a strategic, nuanced approach to meet the technical buyer exactly where they are and help guide them to your solution.
About Wendy Covey
Wendy Covey is a CEO, technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America...and she holds a Texas fishing record. Over the last 20 years, Wendy and her team at TREW Marketing have helped hundreds of engineering and technology companies build trust and fill their pipelines using compelling technical content.
