Spin-off Branding

Brand is the most powerful, but often the most overlooked, tool in spin-off situations. Because when two entities part ways, brand serves to bridge any gaps on both sides.

The reality of most spin-offs is that management of both companies feels compelled to rationalize why the transaction is in their best interest – and are often pinned against each other by the financial community. This doesn’t have to to be the case – done right, each entity should be in prime position to more clearly define who they are, unite their people and set the course for successful, independent futures. 

The best spin-off brand programs…

• Leverage the voice of executive leadership to articulate the affirmative story for both the legacy
  and spin-off businesses to key audiences
• Treat brand activation and employee engagement
  for the each business as critically as the name and go-to-market branding recommendations
• Create a corporate branding discipline for the
  spin-off business as soon as possible
• View Day 1 as just the beginning; awareness and positive associations are effectively built over time, and resourcing and investment should account for this