The Path to Fully Capturing a Merger’s Potential with the Right Brand Identity

M&A activity continues to increase, with U.S. deals increasing 35% year-over-year in the first nine months of 2025. On the mergers side, many industry leaders are coming together as one.

Closing a deal to merge two leaders with significant industry equity is difficult. But then, when the deal is done and it’s time to build the go-to-market strategy, several questions arise:

What’s your strategic position?
What do you call yourself?
Do you adopt one of the names and brands, sunsetting the equity of the other? Or is opportunity maximized with a completely new name?
If a new name and brand are pursued, how does it impact your stakeholder relationships, industry awareness, reputation, employees, and marketing channels?
Once you land on a name, are there competitive or intellectual property conflicts?

To maximize market understanding and future growth potential, the more expedient decision to carry one name forward or combine the two legacy names can make sense but may not be optimal. A highly strategic and immersive process is needed to get to the right answer, and the right stakeholders and expertise must be engaged.

Post-Merger Positioning & Naming in Action: Mosai

The recent merger of post-acute care tech leaders Medalogix and Forcura, who are now Mosai, illuminates a situation where a new name best answers the business strategy.

Guided by the value proposition of bringing fragmented healthcare continuum players together to paint a fuller, clearer picture for providers, Mosai’s identity and positioning were inspired by the idea of a mosaic, where fragments combine to reveal a larger, radiant story. Intelligent care is a work of art, and that’s what Mosai makes possible. Neither legacy name, nor a combination of them, had the potential to tell that story.

High Reason’s Steps in Guiding the Mosai Rebrand

In addition to a strategic DNA, positioning and naming process, High Reason also led brand development, including logo, color scheme, brand standards, and a variety of marketing materials. It also helped coordinate the company’s introduction to the industry through strategic communications and media relations, which resulted in earned coverage across key health trade and business publications.

We were proud to lead this client in uncovering, building, and introducing its new name and strategic position, ensuring differentiation in a highly competitive, crowded, and complex industry.

If your company is considering or pursuing a merger and naming, positioning, and marketing are part of the equation, let us help you find the right answer.