How to Maintain Brand Value After an Acquisition

In this month's B2B Content Experience podcast, brought to you by Tendo Communications, we focus on how to tackle the challenges and opportunities that arise during company acquisitions.

Host and Content and Marketing Strategy Lead Kim Celestre introduces Lindy Roux, Tendo EVP and Partner, and Simon Mathews, Tendo VP of User Experience, as they share their insights with brand integration and content migration following acquisitions. In this first segment, Simon and Lindy reflect on Tendo’s firsthand experience acquiring PointOne Digital, a user experience design agency co-founded by Simon. They highlight the importance of preserving brand equity, seamless customer experience, and strategic prioritization.

Next, in the Research Roundup, Kim presents a compelling statistic from McKinsey & Company that underlines the critical role of content integration in achieving growth.

Finally, Zach Edling, VP of Account Services, joins Ariana Vasquez for the third segment—Content in the Wild. Zach and Ariana discuss the practical aspects and importance of brand integration from the client's perspective, sharing insights from Tendo's acquisition journey. Together, they emphasize the need to elevate, rather than diminish, customer experience throughout this complex process.
00:00 Introduction to B2B Content Experience

00:15 Challenges of Digital Experience During Acquisitions

00:25 Insights from Lindy Roux and Simon Mathews

01:37 Brand Integration Strategies

05:28 Importance of Customer Experience

07:00 Practical Considerations and Prioritization

12:49 Research Roundup: Brand and Content Integration

16:51 Content in the Wild: Expert Insights

26:40 Conclusion and Wrap-Up
Resources
McKinsey & Company: Choosing to grow: The leader’s blueprint
Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.
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Stock music for this podcast is provided by juqboxmusic, from Pond5