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HPHW: Merging The Brand And Branding The Merger!

By Anita Dushyanth, PhD


Hooper Holmes (OTC:HPHW) merged with Provant Health back in May 2017.  They recently announced on January 23, 2018 that the combined entity will rebrand itself as Provant Health subject to shareholder approval.  Management expects to obtain their vote sometime during Q1 2018.  Management’s vision for the merged company is for it to reflect the combined product offering of Hooper and Provant.  

The decision to change the name has been an important one for Hooper.  While there is a lot of love for the Hooper brand, a company sponsored survey revealed customer preference toward the Provant name.  Despite the rebranding, the company is confident that current Hooper customers will wholeheartedly embrace this name change.  We also believe that Hooper is indeed analogous to an old wine in a new bottle. 

Although each of the two businesses are passionate about their identity and legacy, it became clear that changing the name would help them operate in the wellness market with their new brand image.  Hooper had steadily established dominance in niche markets over time with a culture focused on deep relationships.  Provant has a culture defined by growth, performance and competition.  The new name, however, will be central to positioning the core values of the combined entity.  It will be interesting to see how the company emerges this year post-integration and rebranding.


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