Michael Thibodeau and Randall Ringer, managing partners at brand consultancy Verse Group, recently authored a white paper titled "The ABCs of Branding Corporate Spin-Offs,"
in which they assess the role of branding in achieving a successful spin-off. "This issue is of growing importance," they write. "The market is at the early stages of a wave of corporate spin-offs as companies seek to improve shareholder value amid today's economic turmoil. This includes companies as diverse as Motorola, American Airlines, InterActiveCorp, Altria, TimeWarner and Cadbury-Schweppes, all of whom are considering divesting some of their businesses."