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HOW TO: Unify a fragmented B2B brand

Jens Lundgaard, founder & CEO Brandworkz, offers some pointers on where to begin with realigning a brand that has been subject to fragmentation

How many B2B businesses do you know that have fragmented over time, resulting in different business divisions behaving or communicating independently from the rest? I can think of many. This lack of brand unity can be caused by business mergers and acquisitions where companies are put together in a hurry,   and when there are frequent senior management changes it is easy for the bigger picture to be overlooked. It can also come as a result of an organisation growing organically over time, without a focus on the business as a whole. In any case, the result is a lack of consistency, a weak brand identity and ultimately a devalued brand.