CMOs across organizations have realized that companies’ perceived image impacts buying behaviours. A top management focused business research conducted by Egon Zehnder proves that 60% of respondents feel that their corporate culture uplifts the brand. On the corollary, a fifth of them felt that it ended up undermining the brand. This is particularly an important topic to consider during mergers and acquisitions. Recently SunGard got acquired by FIS and this raises the question of how to integrate within the work culture, a whopping thirteen thousand employees. Also the marketplace is indeed extremely transparent today and thus it is imperative that the right brand image is communicated to the world.