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Brands Acquiring Brands
Big companies looking to hitch a ride on hot trends often break out the checkbook, like Microsoft’s acquisition of LinkedIn for $26.2 billion. But how an acquisition fits the brand is key, and companies don’t always pay attention here.
Microsoft’s announcement this month that it will buy LinkedIn has a lot of analysts and customers scratching their heads. What do the makers of Excel and Word want with a cloud-based connectivity technology mostly used by recruiters? Ideally, acquisitions are an effective way to gain share of mind and market, build brand reputation and stay ahead of hot trends.