Spinning Spin-offs

The number of spin-off companies has doubled over the past decade, according to brand management and consulting firm Lippincott & Margulies, and it wanted to know how the
successful spin-offs manage their communications. The company studied divestiture activities of U.S.-based companies over a five-year period, looking at communications factors
present in successful and unsuccessful spin-offs. The study found that 83 percent of the winning spin-offs (defined as those that created shareholder value) clearly positioned
themselves as independent from the parent company. Other findings: