CHANGE TO GROW

Change to grow

The key criteria for brand consolidation is
growth. Without risk. Or with risk you can
manage.

If you consolidate brands without
unnecessary risk to customers, revenues
and profits, you win.

If you consolidate brands to
generate resources in order to strengthen
your investment and marketing thrust, you win.
(Marketers traditionally think of consolidation as a cost-side reduction, and that's true. But consolidation actually is a better way to liberate your best brands and generate cash so you can invest and expand aggressively with brands that win.)

If you grow and expand the new brand to attract prospects you didn't have before, while protecting existing customer franchises and improving channel relationships, you win resolutely.

Organize your consolidation criteria to make success possible:

Look for growth and expansion opportunities

Identify risk you can manage, or eliminate

Protect existing customer relationships

Improve and enhance dealer and channel relationships

Build a platform (and a culture) for on-going growth
and development.

If you satisfy these criteria, congratulations. You have a consolidation mandate.
You also have a vigorous new future for your brand.

Or brands.

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