Brand equity as a strategic asset in M&A isn’t just a theory—it’s a critical value driver. This was the clear consensus that emerged at this year’s ACG Denver Rocky Mountain Corporate Growth Conference (#RMCGC), where industry leaders gathered to explore how brand equity accelerates value creation throughout the deal lifecycle.
The panel discussion, sponsored by Huebner Marketing and Insperity, brought together diverse perspectives from across the M&A landscape to examine how brand value impacts everything from initial valuation to post-merger success.
Expert Insights From Across the Deal Spectrum
Our distinguished panelists brought unique perspectives from every stage of the M&A process:
- Michael Scala, President of Expeditionary Systems at HDT Global – Operational excellence and integration expertise
- Christopher Fugaro, Partner and Head of Business Development at Guardian Capital Partners – Private equity strategy and value creation
- Monica Alfisi, Private Capital Consultant at Insperity – Human capital and cultural integration
- Jared Syke, Managing Director at Integris Partners – M&A advisory and deal execution
- Ashton Belk, President of Huebner Marketing – Brand positioning, brand architecture and strategic communications
Three Insights for M&A Success
1. Brand Equity: The Hidden Value Multiplier
Drawing from extensive operational experience, Mike Scala challenged traditional perspectives on brand value: “You really need to have a strong brand equity expert… otherwise, your business may look disjointed, and the last thing you really want is your business to look like a bag of parts.”
His insight gets to the heart of what makes integrations succeed or fail – a clear brand structure and position that elevates brand equity, provides a clear vision that helps teams work together, keeps customers confident, and guides growth decisions during integration.
2. The Early Brand Advantage
Guardian Capital’s Chris Fugaro highlighted why timing is everything: “You just can’t start soon enough thinking about…what the next buyer is going to want to see. And you got to have those conversations quickly, bring in consultants, bring in bankers, and figure out what the business needs to look like.”
Dealing with brand questions early – like how to handle overlapping customer bases or communicate with employees – prevents the firefighting that often happens post-close when these issues emerge under time pressure.
3. Brand as a Growth Driver
Chris Fugaro shared a powerful example from Guardian Capital’s portfolio: “When we first invested in one business it was around 4 million of EBITDA… when we sold it, it was north of 30 million of EBITDA.” He explained how understanding and leveraging the brand’s strengths enabled expansion into new channels like e-commerce and complementary product lines, ultimately transforming the company’s market position and value.
Understanding your brand’s core strengths opens up opportunities far beyond current markets – whether that’s expanding into adjacent product categories, building new channels, or reaching complementary customer segments. The key is identifying where your brand has “permission to play” and building a systematic approach to expansion.
The Evolution of Brand Value in M&A
The sophistication of brand evaluation in deal processes has reached a new level. As Integris Partners’ Jared Syke observed, “brand studies are no longer a nice to have—they’re table stakes” in today’s market. This shift reflects a deeper understanding of how brand equity impacts long-term value creation.
Moving Forward: Brand Equity as a Strategic Imperative
The key message was clear: successful M&A transactions require thoughtful consideration of brand equity at every stage. Companies that understand and leverage brand equity create stronger foundations for sustainable growth and value creation in complex market conditions.
Ready to explore how brand equity can drive value in your next transaction? Watch the full panel discussion above for actionable insights on leveraging brand strategy throughout the deal lifecycle. For deeper exploration of strategic brand positioning and M&A communications, connect with Huebner Marketing or access additional resources through ACG Denver.