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Corporate branding required as part of a merger
Development of an integrated corporate profile
Analysis of financial communications
Crisis management
Consistent profile
Flexible dealings with all involved
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Two real estate companies were planning to merge to form a stock market-quoted company. CNC was brought in to help develop the new corporate brand and to position the "new" company using a variety of tools including media work.
CNC developed an integrated corporate profile, key messages and external corporate values programme. The management was advised on the strategic step of positioning the new company as a single, integrated real estate business and to incorporate existing individual product brands beneath the overall corporate brand. Presence in the markets had been weak up until that point, so intensive outreach work to investors was also required. To achieve this, a study of analysts and institutional investors in four markets was carried out to identify the decisive factors in successful financial communication. CNC was able to position the key features and advantages of the merger in the media. When court proceedings against the merger were threatened and the sector showed general uncertainty, CNC employed precise, credible media work to halt any resultant loss of confidence
The merger was completed successfully. With the help of CNC, the new company was able to present a consistent profile from the outset to the public, the media and financial markets. Intensive advice throughout the process enabled the client to communicate on a timely basis with all the various players involved.
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