In Avenue’s decade-plus experience working with middle-market companies, we’ve found brand strategy to be a powerful lever for accelerating post-merger integration and realizing the full potential of a newly combined entity. This is one such story.
A private equity firm acquired two promising entities in the food container space—Tosca, a 58-year-old Wisconsin-based company, and the reusable plastic container (RPC) unit of Georgia Pacific. This combined entity—the new Tosca—had aspirations of becoming the dominant national player in the rapidly growing food container industry.
Tosca’s president, Eric Frank—formerly head of the GP business—faced many challenges common to leaders in post-merger situations, including:
• Differing visions
• Divergent cultures, values and beliefs
• Different customers and markets
• Differing brands and market messages
• Confusion and apprehension among employees and customers
How could the two businesses be successfully joined into a single entity with a common vision and culture and a shared brand and marketing message?