Last Monday, Air Treatment Corporation announced to its employees that they were now the new owners of the company. And we were lucky enough to be in the room.
We were there because the executives at Air Treatment understand that change, even very positive change, can be scary. And announcing a change in the right way can have a big effect on how successful, or not, that change is.
We’ve talked in the past about how worthwhile it can be to invest in branding ahead of a merger or acquisition. It can be just as important, or maybe even more important, to brand the acquisition itself. (more…)
So far, the Echo-Factory team has spearheaded the successful U.S. launch of two Italian motorsports gear companies, Dainese and AGV. Now, we’re well underway with the U.S. product launch for Jobe Sports, a top watersports equipment manufacturer out of the Netherlands. Here’s how we’ve been pulling it off. (more…)