Any time a manufacturer acquires new assets, the brand evolves along with their customer base. How do you manage your communications strategy to keep pace with mergers and acquisitions? Cathy Dodd, Vice President of Marketing for PolyOne, talks to Jeff and Carman on The Kula Ring about how PolyOne created a campaign called “Challenge Accepted” to bring clarity to their brand messaging across a broad range of industries using customer feedback, buyer persona work, and through consolidating their website to better serve as a solutions-driver for their customers.

In this episode of The Kula Ring, Jeff and Carman chat with Cori Walsh and Jake Jeffords—two marketers who worked for competing manufacturers that have recently both been acquired by Vermeer. They discuss the challenges and opportunities that come with learning to collaborate with a former competitor.

In this episode of The Kula Ring, Jeff and Carman talk with Trish Kempkes, the Director of Global Communications and Marketing at BW Papersystems, about how to effectively combine brands during mergers and acquisitions, and how it’s sometimes better to just rip off the Band-Aid.

In this episode of The Kula Ring, Jeff and Carman talk with Nikki Kapilevich, Director of Global Marketing at MTS Sensors. Nikki shares her experience leading two B2B manufacturers through the branding challenges of a merger/acquisition, and discusses the skills required to be an effective leader in the digital age.