As companies merge or move into new markets new marketing materials need to be crafted that customers can relate to as being familiar but also new or better somehow. These are projects that I’ve played a role in during those transition times. It could involve co-branding materials while preserving both companies brand integrity or creating a new product line that’s under that same parent company umbrella. Working with stakeholders business goals need to be defined and clearly communicated upfront such as if the extension is for a complementary product or a new product line extension (such as creating a “pro” line), if it’s for a new parent/core company relationship or an affiliate licensing relationship, or if it’s actually a new separate independent brand spin-off to help prevent diluting the current brands equity.