The role of marketing in mergers & acquisitions

Chief Marketing Officer Ondar Tarlow from Kinecta Federal Credit Union delves into the intricate world of marketing in mergers and acquisitions. Discover how strategic marketing approaches can align cultures during transitions and ensure a seamless integration of brands post-merger. Ondar shares insights on mitigating risks, maintaining brand consistency, and monitoring key metrics for a successful rebranding strategy in the financial industry.
About the speaker

Ondar Tarlow

Kinecta

 - Kinecta

Ondar Tarlow is Chief Marketing Officer at Kinecta Federal Credit Union

Show Notes

  • 00:30
    Leveraging marketing strategies to align merging institutions' cultures
    Discussion on utilizing marketing to unify cultures during transitions.
  • 05:15
    Implementing best practices for brand integration post merger
    Exploring methodologies for a smooth brand integration after mergers.
  • 10:45
    Analyzing risks and benefits of rebranding in mergers
    Examining potential risks and benefits of rebranding post-merger.
  • 15:20
    Maintaining brand consistency while adapting to new market dynamics
    Strategies to uphold brand messaging post-merger amidst market changes.
  • 20:10
    Monitoring metrics to evaluate post merger rebranding success
    Insights on key indicators to assess the impact of rebranding.

Quotes

  • “There's been a lot of consolidation over the last few decades, and a lot of it has to do from a growth perspective.” - Ondar Tarlow

  • “You have to make sure that you're casting aside any assumptions that you have from a market perspective.” - Ondar Tarlow

  • “There's no better research than speaking to people who are on the ground that know the market.” - Ondar Tarlow

  • “Sports can be a really galvanizing opportunity from a sponsorship perspective when you're going into a new market.” - Ondar Tarlow

  • “If you're interested in working with growth companies, brand is incredibly important.” - Ondar Tarlow

  • “Adding some humor, some smart humor to your brand and to your campaigns can do wonders. - Ondar Tarlow

About the speaker

Ondar Tarlow

Kinecta

 - Kinecta

Ondar Tarlow is Chief Marketing Officer at Kinecta Federal Credit Union

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