Kate spent a decade in market research, living through an MBO, an acquisition by a Belgian firm, and the subsequent integration of multiple further acquisitions before leading a global rebrand across 23 locations. She's been on both sides of the table and brings hard-won, practical experience to every stage of the brand transition conversation.
Rebranding and M&A: Managing brand identity through change
Webinar: October 15, 2026
Organized by Exclaimer
Learn how marketing and IT teams can plan, execute, and protect brand identity through a merger, acquisition, or rebrand, before the gaps become costly.
Kate Rhodes, Elisabeth Goossens, and James Wayne
Exclaimer employees and a guest speaker
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A rebrand or acquisition changes everything, yet the business keeps running through all of it. Customers are watching. Employees are confused. And brand decisions that should have been made weeks ago are still being debated while emails go out carrying the wrong logo, the wrong name, or the wrong legal entity.
Brand transitions fail not because people don't care, but because the operational and human complexity is consistently underestimated. There's rarely a playbook. Marketing and IT aren't always talking. And the channels that carry the most risk, like email, tend to be the last ones anyone fixes.
Join us for an expert-led session with marketers who've managed brand change from all sides: as the acquired, as the acquirer, and as the team leading a planned rebrand from scratch. We'll cover the decisions, the trade-offs, and the governance that makes the difference between a transition that lands and one that doesn't.
In this webinar we'll cover:
The brand decision: dual-brand, retire, or full rebrand. What drives the choice and what each path actually costs.
The human side: how to bring marketing teams along when the brand they've built is changing around them.
The operational reality: why brand consistency fails across channels during transitions, and where the gaps tend to appear.
The compliance dimension: when inconsistent brand communications stop being a brand problem and become a legal one.
Marketing and IT alignment: the risks of working in silos during a rebrand or acquisition, and the governance that prevents them.
