Playing by a new set of rules

Deregulation, mergers, restructurings and buyouts wrought dramatic change in the competitive landscape and opened up new challenges for managing identity. Long-established companies underwent major repositioning programs, with some ceasing to exist as separate entities. As American companies continued to globalize, foreign brands began establishing a major market presence in the U.S. Lippincott worked with many newly configured organizations, helping them to reconcile new names and images with those of existing brands and subsidiaries and to meld contrasting employee cultures.