Cisco’s acquisition of cybersecurity leader Splunk seems like a smart move in an increasingly risk-filled world. 

There’s probably not much of a brand strategy challenge here, as Cisco is likely the stronger brand. Retiring the Splunk brand over time is the most likely outcome and probably not a controversial decision–though I imagine Cisco will take a close look at this. 

To preserve the value of the deal, one thing Cisco’s marketing and M&A integration teams can do is partner with Splunk’s marketing teams to put a clear communications and brand migration plan into place immediately. 

Both Cisco and Splunk appear to have strong, purpose-driven cultures. Splunk employees will want to know whether they’re now part of the Cisco family, and what values and principles they should believe in. To avoid customer confusion, they’ll also need a strategy and tools to prepare customers for the upcoming migration of the brand across all digital and physical channels and touchpoints. 

As always, the best time to focus on brand and culture integration is right after a deal closes. This ensures acquired employees get off on the right foot right away–and become brand ambassadors of their new company.