A global packaged foods company had expanded one of their business areas through a number of international acquisitions. Each of the acquired companies had very specific expertise. To create a comprehensive offer, these had to be properly integrated and rolled out worldwide. However, the firms were also deeply rooted in their own company cultures and national environments spanning several regions of Europe and across the Atlantic. How could these disparate companies be melded together into one coherent offering?
A current Rivia partner conducted a brand portfolio analysis and together with a team of consultants developed a brand migration platform which leveraged the key elements of each business while emphasizing the greater whole and utilizing the credibility of the parent company through an endorsement strategy.