Beyond the Deal: Why Brand Migration Makes or Breaks M&A

M&A activity is resurging, driven by sector growth and corporate synergies. Yet, despite billions in deals, most brand migrations fall short of expectations, with only 7% of executives fully satisfied with the outcome. Poor planning and a lack of post-deal focus can undermine the value of an acquisition, leading to weakened customer relationships, disjointed operations, and diluted brand equity. 

M&A success doesn’t stop at the deal—brand migration is where the real work begins. That’s why Ogilvy Consulting teamed up with NewtonX to explore the critical challenges of M&A brand migration in their new report, “Beyond the Deal: Why Brand Migration Makes or Breaks M&A.” Drawing on insights from 160 senior business leaders—including top executives from companies with over $500 million in annual revenue—this report offers a clear look at the strategies driving post-deal success. The research reveals how top executives are navigating brand migration, mastering change management, and boosting post-deal success by preserving brand equity and streamlining transitions.

Download the Ogilvy Consulting + NewtonX Report

Key insights from the research:

• Lack of migration planning: 37% of companies lacked a dedicated brand migration strategy during their most recent M&A, often leading to inefficiencies and missed opportunities.
• External support improves outcomes: Companies that hired external consultants were significantly more likely to report high satisfaction with their brand migration.
• Change management as the top challenge: 48% of leaders identified managing internal change as the biggest obstacle during brand integration.
• Brand strategy impacts results: Businesses that altered the acquired brand—through endorsement, sub-branding, or a new identity—saw better engagement from employees and customers.

These findings highlight the importance of strategic planning and expert support in unlocking value during M&A brand transitions.