TE Connectivity

Integrating acquisitions through a rational brand migration strategy

Protecting TE from brand proliferation

Commitment to growth sets the tone for acquiring channels and capabilities. TE acquired a number of brands over time and needed a strategy to integrate current and future acquisitions.

  • Aligned senior executives and business leaders on the importance of a focused brand strategy
  • Developed a brand migration tool that provided guidance for determining when and how an asset should migrate to the TE brand system
  • Provided a playbook for M&A team members in how they can better understand brand value and determine the brand implications post-acquistion
  • Provided research tools to determine a brand’s equity

Johnson & Johnson▶️

Client challenge

Getting control over an expanding brand portfolio and removing emotion from making strategic brand decisions.