After a merger, what brand structure will help maximise our marketing effectiveness?

Flora Heathcote, group marketing director of supercar club écurie25 and eco brand Quadriga Club, asks for branding advice after the merger of the two companies. She also wants to know how to communicate the brand changes to existing and prospective customers.

Our experts from Equilibrium Consulting, 400 Twin and Royal Mail examine the contrasting goals of the two brands and the financial impact of maintaining both an eco and a luxury brand. They also look at how to tailor messaging for the two different audiences for these cars – high-net worth business travellers and ethical cost-conscious drivers.