24 min listen
Peter Lyall | The Role of Marketing Communications Within M&A
FromM&A Masters
ratings:
Length:
46 minutes
Released:
Dec 2, 2020
Format:
Podcast episode
Description
On this week’s episode of M&A Masters, we’re joined by special guest, Peter Lyall, Group Director of Strategy at Fifth Ring, a marketing communications, or marcomm, company with locations in the Americas, Europe, and Asia. They promote the ultra-simple message of helping B2B companies sell more stuff and build better brands. Peter’s goal during this episode is to shed some light on the role of marcomms during M&A transactions and to explain why this is often a blind spot during the acquisition process.“There are quite a few skeptics about the role of marcomms within an M&A transaction, even to the point of saying that the brand isn't important,” says Peter. “So, I did a little experiment: In a room of 50-60 people, I asked everybody to put up their hands if they had chosen their wristwatch because of the brand. They all had. Then I asked them if they’d chosen their car because of the brand. They all had. These people were very brand savvy, but couldn't quite transition this thought, this appeal, this attraction of a brand, from the consumer environment to the B2B environment, which is where they're living on a day to day basis.”We chat in detail about:
Legacy issues and the challenge they pose to marcomms post-acquisition
Implementing cultural values and brand messaging
Utilizing employees as brand ambassadors in messaging
Why cultural integration is a blind spot in M&A
Structuring multi-brand portfolios
The power of 3— Where 3 words can change everything
The future of energy
New tools to measure the intangible
And more
Legacy issues and the challenge they pose to marcomms post-acquisition
Implementing cultural values and brand messaging
Utilizing employees as brand ambassadors in messaging
Why cultural integration is a blind spot in M&A
Structuring multi-brand portfolios
The power of 3— Where 3 words can change everything
The future of energy
New tools to measure the intangible
And more
Released:
Dec 2, 2020
Format:
Podcast episode
Titles in the series (100)
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