Evolving from a Group of Companies to a Single Brand

Digital Science formed 12 years ago as a startup incubator serving the research ecosystem. It used to be run as a portfolio of 12 companies with separate customer experiences. Now we are trying to join the 12 together into a cohesive suite of products. Each product is great on its own, but the separate customer experiences aren’t integrated. There is the operational challenge of evolving from separate experiences into one. There is also a hearts and minds challenge in which we are up against strong employee and customer brand loyalty among the 12 companies. How do we unify into a single brand that puts Digital Science front and center while capitalising on our staff and customers’ love of our individual products?