Getting more value from existing marketing investments
To help branding consultancy Lippincott get the maximum benefit from its marketing investments, we repurposed the firm’s core thinking on the theme of brand strategy before, during, and after a merger. Here’s how:
- We contacted senior editors at The Deal, one of the M&A category’s most-read publications, and secured their agreement to run a bylined article on the topic.
- Then, we wrote a crisp 800-word column under the name of a senior partner at Lippincott, drawing from a more detailed position paper that we had written earlier for the firm.
The article helped position Lippincott as the “go to” advisor on brand strategy when two corporations are merging, showcasing the company’s expertise to clients and prospects alike.