Assimilating 2 Brands

Post-acquisition dual branding

When companies merge, there are many issues to resolve in order to quickly align business interests and ensure that profitability is maintained and future stability assured. Fruitful mergers can result in healthy growth and greater commercial longevity, but not before early obstacles have been successfully – and carefully – negotiated.

Following its acquisition of Lifting Gear Hire (LGH) – complete with its existing brand-leading equipment rental business – Speedy Lifting acted swiftly to reposition the newly formed Speedy Hire plc as undisputed UK leader in lifting services.

Over the previous 35 years, LGH had built a reputation for technical expertise and a full-service offering which, combined with Speedy Lifting’s extensive hire expertise, enabled Speedy Hire plc to fulfil customer requirements across a broader spectrum of industries.

For a considerable period post-acquisition, Speedy’s senior management ran the two businesses side by side as Speedy Lifting and Speedy LGH (Lifting Gear Hire rebranded) to ensure that the companies’ respective strengths were brought together in a way that benefited the diverse customer base in a controlled manner.

A post-acquisition customer satisfaction study confirmed the prudence of this approach and the subsequent transitional marketing materials reflected an interim dual-branding approach which conveyed the following key messages:

–  enhanced availability across  a wider nationwide branch network
–  delivery of a quicker and more efficient service to its customers
–  extension of Speedy’s ability to offer extra added-value services test and inspection, bespoke lifting engineering, and training

The development of a range of company collateral in this early transitional period was executed in a highly creative and cost-effective manner by the department led by Communisage founder, Mike Cowburn. Materials included:

–  invoice, purchase order and delivery documentation
–  stationery
–  print : launch, capability brochures and service flyers
–  trade press advertising – training business
–  corporate sales presentations
–  direct mail
–  PR

Speedy has gone from strength to strength, despite difficult trading conditions, and has established a fine reputation as a diverse multi-service company with an ever-increasing global reach.

The development of a range of company collateral in this early transitional period was executed in a highly creative and cost-effective manner