Chromium Core Values
When Ants Swallow Elephants
Ants are small. But they are remarkably strong for their size. They are also able to adapt to almost any environment, including the man-made one. Elephants, on the other hand, are remarkably strong but not in direct proportion to their size. In fact, they have innumerable weaknesses due to their prodigious presence, and can only survive in an environment that is kept intentionally free of human intrusion.
What, oh what does this have to do with branding?
In mergers & acquisitions, a lot of time and effort is spent in valuation of the business assets of the company being acquired. Almost always the company with greater tangible assets (the elephant) is acquiring one of lesser (the ant), which makes obvious business sense.
The bigger company then goes on, in an almost perfunctory manner, to swallow, digest, and eventually eliminate the brand of the smaller company that has been acquired.
This does not always make the most sense. What if the smaller company actually has far more poten…
What, oh what does this have to do with branding?
In mergers & acquisitions, a lot of time and effort is spent in valuation of the business assets of the company being acquired. Almost always the company with greater tangible assets (the elephant) is acquiring one of lesser (the ant), which makes obvious business sense.
The bigger company then goes on, in an almost perfunctory manner, to swallow, digest, and eventually eliminate the brand of the smaller company that has been acquired.
This does not always make the most sense. What if the smaller company actually has far more poten…
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