InnerView Published on TheMarketingInsider.com

It can be tough to get front-line employees to buy into brand messaging when you’re running one company. But that intensifies when two companies are merging. A merger has the potential to turn into a struggle to claim valuable turf, but these territorial disputes undermine what should be a time of unification. The best mergers aren’t about winning or losing; they’re an opportunity to form a new identity greater than the sum of its parts. Every party involved should work together to find a “third way”: a new set of principles that reflect the collective strength of the two companies. Read the full article here.

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