Q(uirino) Malandrino

‘Resonance’, in the context as framed here, is about Value — if you see Resonance just as ‘people like and is interested in, that’s the wrong perspective. This is a professional endeavor and so people needs to digest and evaluate what you’re saying - and if after doing that they’ll adopt the thought snd make it thirs, there’s when you added value.

Agree with Jeremy Sampson above - trust comes from continued performance, but the proof point of it cannot (just) be a sexy case history you write that's full of compelling numbers -- as the client's successes (or failures for that matter) cannot possibly be assigned to Branding alone. In our business, clients' testimonials and hopefully personal recommendations are hugely important.

The question is bad. "You're facing stakeholder concerns about a brand refresh." How do you know that "you're facing stakeholder concerns"? What does that mean? The only 'stakeholder' who would know you are thinking of a brand refresh are ... your colleagues and your bosses? Or if you are a consultant who's suggesting that to a client, then you don't have 'stakeholders' at all. LinkedIn, I'm getting tired of badly crafted questions.

These questions used to include a last section titled "additional perspective". Put it back, because the ones you suggest (here, you suggest 6) are often not right nor complete.

There is absolutely no point in comparing Brand Values. Let me take it from the top. "Before you can synchronize branding, you must understand the core values of both companies." No, you don't: you must understand the Brands (the brand promises, primarily - not their values (which will certainly be needed later on). And so, come up with a singular consolidated Brand position for the merged entity, and only then look at the two original sets of Values - and see which ones fit best with the new brand position: some will, some won't, some can be merged into one. Btw, the question's writeup is bad - and the last sentence makes no sense as it links Values alignment with Brand Experience.

Agree with everything said above. But … as it too often happens, ‘brand’ and ‘company’ are used as synonyms - and they are not. And so, it’s the Company reputation that suffers - not necessarily the Brand’s. But … one more ‘but’: if that Brand’s Promise/Positioning is directly related to the failure, then yes, the Brand is affected.