Professional services firms are now taking a more considered and creative approach to the integration of brands. It is, says Sholto Lindsay-Smith, important if value is to be driven from the deal.

The merger of Allen & Overy and Shearman & Sterling will result in a new brand, A&O Shearman. Demonstrating a
clear strategic intent, A&O Shearman revealed the new brand alongside the announcement of the formal decision to merge.

Getting the branding process right can help create internal alignment as well as communicate the benefit of the merger to clients. But getting it wrong can quickly destroy value, with culture clashes, power battles, staff fallout and everyone’s attention turned inward.

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