The perennial question: when two entities merge, which brand survives?(brand to use for the future)(Brief article)
Publication Date: 01-JAN-06
Publication Title: ABA Bank Marketing
Format: Online
Company: Wells Fargo & Co.~Mergers, acquisitions and divestments Strong Financial Corp.~Mergers, acquisitions and divestments

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Description

When Wells Fargo Funds acquired Strong Financial in 2004, Wells Fargo faced the problem of figuring out which brand to use for the future: Both company brands were well known and respected.

The assignment for creating the new brand was handed to Fusion Hill, Minneapolis, a marketing and brand...

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