THE CMO’S DEFENSE AGAINST THE SHAREHOLDER ACTIVIST: BRAND FACTS

An onslaught of activist investors clamoring for their companies to be split into pieces or combined into one, larger organization is a trend that does not look to be stopping any time soon. As the co-CEO of a strategic branding firm, I regularly counsel companies under pressure from activist shareholders and hedge funds regarding the implications of a spinoff for a corporate brand. Why? Because the frequently overlooked brand is an asset with real value for stakeholders, which makes it a critical component in the conversation to be had with activists. CEOs who do not have a clear understanding of…