Name it Now

A survey of the 100 largest international M&As over the past 10 years finds that only 24% of companies failed to divulge their new name or brand identity during the initial
merger announcement. The research, conducted by the image management firm Lippincott & Margulies, further affirmed that while initial M&A announcements tend to reach the
front page, or front page business sections of major papers, a follow-up story touting a company's identity change will typically "get buried on page C38."