HomeResearch Articles ConnectWise: Moving to a Master Brand Using a Phased Approach

ConnectWise: Moving to a Master Brand Using a Phased Approach

  • For most b-to-b companies, a master brand approach is best because it places the focus on organizational capabilities and the value of a long-term relationship
  • Companies that sell disconnected sub-brands often end up in this situation by failing to take decisive action after one or more acquisitions
  • ConnectWise executed a multi-phase transition over a two-year period from sub-brand dominance to a master brand strategy
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