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Huddler Kevin Ruane on Ad Age

February 22, 2021 12:54 PM | Anonymous member (Administrator)

At the first hint of the deal to acquire the software division of Pitney Bowes, Syncsort Chief Marketing Officer Kevin Ruane knew he would be playing "Beat the Clock." Once the deal closed in December 2019, Syncsort would have only six months before it had to drop the Pitney Bowes name. And, given that the acquisition would double the data integrity company's revenue and product portfolio, it was also clear that the combined entity needed a new name.

Nonetheless, Ruane was determined to involve the more than 1,400 combined employees in every step of that naming process. “We had an obligation to put our employees at the center of this branding because of the cultural aspects of bringing these businesses together,” he says. By May 2020, the world was intaroduced to Precisely, but not before hundreds of employees had the chance to learn about, influence and embrace the new brand and purpose.

Precisely CMO discusses the challenge of merging two businesses and launching a new name.

Read the full Q&A on Ad Age: How a Data Integrity Company Got Employees Involved in Rebranding Process

Listen to the Episode: Precisely How to Change Your Brand Name

CMO Huddles is a DBA of Renegade, LLC. 1397 2nd Ave #177, New York, NY 10021

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