The Hidden Value of Brand

The resulting naming options can range from (a) a dominant brand strategy when there is clearly a stronger horse with a superior set of equities (Delta after the Northwest merger), to (b) an additive strategy signaling scale and the best of both companies (ExxonMobil), to (c) a transformational strategy indicating a new beginning (Verizon emerging from the Bell Atlantic and Nynex union). The brand provided the guiding principles to go beyond operational goals and create unique value. #6 Embrace brand as a strategic compass When brand issues are addressed too late in the integration process, brand decisions tend to focus on what is easiest to execute quickly as opposed to what will create lasting value.