The past 18 months I’ve had an opportunity to test the BrandFoundations as never before: to integrate the cultures of multiple companies during a pandemic. The results have been magnificent. This is the story of that journey.
It seemed – at least at first blush – that air carrier Delta was taking a purpose-based stand, and that its purpose (or North Star) dictated that the company come down firmly on the opposite side of the NRA on this particular issue.
Cue the applause track for a corporation brave enough to stand on its morals, knowing full well that it’s going to take some incoming flack for doing so.
But don’t hit “play” quite yet.
For most private-equity sponsors, rebranding a portfolio company isn’t particularly high on the list of priorities. But by punting on a rebrand, sponsors are missing a prime opportunity to capture additional performance and value. Done properly, the recasting of a company’s brand can drive employee alignment, new levels of operational performance and higher valuations on exit.
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