Marketing consultants and Marketing Directors can all too often be pulled to the table of a merger or acquisition too late in the day to add real value beyond the normal 'housekeeping'. A merger or acquisition is after all a strategic move of substantial consequence for the way a business or brand is perceived. Too many mergers or acquisitions fail due to a lack of consideration for how the market will respond. There is also the major issue of retaining brand names or consuming brand names. Bottom line success rates can be lifted in Marketing people are at the table early on!