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16 December 2016 / Dominic Zammit
Issue: 7727 / Categories: Features , Profession
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Merging brands or branding mergers?

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Dominic Zammit provides a guide to how to successfully brand a merger

Mergers present an opportunity to shake up the market and change the status quo. The most successful will create a fresh proposition that doesn’t just bind the heritage of the partners but lifts them in a new common purpose. But beware the risks of compromise.

The partners of CMS UK, Nabarro and Olswang have voted overwhelmingly to combine their firms to create a new City powerhouse that will become the world’s sixth largest law firm. Scale brings its own benefits in terms of brand awareness. But what does it mean for clients? According to the official press release, the merger will “create a modern firm that is uniquely positioned to provide clients with a distinctive offering driven by technology and sector expertise, underpinned by deep experience and heritage”.

Focusing on heritage with a nod to the future through technology, it’s steadfast, comfortable, covers all bases. The question is: have they been radical enough?

For some, mergers present a branding nightmare; for

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