Have you ever imagined an alternate ending to a favorite novel or film?
When our team was brainstorming ideas for Identity Creative’s December newsletter, we came up with an alternate ending to Charles Dickens’ “A Christmas Carol.” It takes a turn to Scrooge’s neglected business brand for Christmas brand transformation.
Brand Confusion: Scrooge and Marley
Scrooge, like some mistaken business owners today, regarded his business’ name as irrelevant as long as he was making money. After his partner, Jacob Marley, had passed away and was “as dead as a doornail,” Scrooge left the business name and sign as it was. “Sometimes people referred to the business as Scrooge, and sometimes they called him Marley. It was all the same to him.”
A Christmas Carol Extended Version: Bob Cratchit’s First Day Back from Christmas Vacation
Just two paragraphs before Dickens ends his story and tells his readers about the sustained transformation of Ebenezer Scrooge, he invites readers to share the first day back to work for Bob Cratchit and Scrooge. Dickens wrote:
“…But he was early at the office next morning. Oh, he was early there. If he could only be there first, and catch Bob Cratchit coming late. That was the thing he had set his heart upon.
And he did it; yes, he did. The clock struck nine. No Bob. A quarter past. No Bob. He was full eighteen minutes and a half behind his time. Scrooge sat with his door wide open, that he might see him come into the Tank.
His hat was off, before he opened the door; his comforter too. He was on his stool in a jiffy; driving away with his pen, as if he were trying to overtake nine o’clock.
`Hallo.’ growled Scrooge, in his accustomed voice, as near as he could feign it. `What do you mean by coming here at this time of day.’
`I am very sorry, sir,’ said Bob. `I am behind my time.’
`You are.’ repeated Scrooge. `Yes. I think you are. Step this way, sir, if you please.’
`It’s only once a year, sir,’ pleaded Bob, appearing from the Tank. `It shall not be repeated. I was making rather merry yesterday, sir.’
`Now, I’ll tell you what, my friend,’ said Scrooge,’ I am not going to stand this sort of thing any longer. And therefore,’ he continued, leaping from his stool, and giving Bob such a dig in the waistcoat that he staggered back into the Tank again;’ and therefore I am about to raise your salary.’
Bob trembled, and got a little nearer to the ruler. He had a momentary idea of knocking Scrooge down with it, holding him, and calling to the people in the court for help and a strait-waistcoat.
`A merry Christmas, Bob,’ said Scrooge, with an earnestness that could not be mistaken, as he clapped him on the back. `A merrier Christmas, Bob, my good fellow, than I have given you for many a year. I’ll raise your salary, and endeavour to assist your struggling family, and we will discuss your affairs this very afternoon, over a Christmas bowl of smoking bishop, Bob. Make up the fires, and buy another coal-scuttle before you dot another i, Bob Cratchit.’
Scrooge Takes on a New Partner
In my extended version, that afternoon, Scrooge ordered the smoking bishop, and a pot of mutton and gravy with a loaf of warm crusty bread from the corner pub.
Bob Cratchit, still in awe over the remarkable transformation of his miserly employer, looked up with astonishment as a delivery boy was welcomed by Scrooge and given a generous tip. The rich aroma of roasted meat filled the cramped office, and Scrooge beckoned Cratchit to bring his stool nearer the coal-burning stove to share a meal.
While Bob Cratchit shyly reached for a mutton leg, Mr. Scrooge began to list the fine qualities of Cratchit and his work. “Never a mistake, no, no, I’ve never caught a mistake from your work–and believe me, I’ve always reviewed every line and computation!” Scrooge ended with a laugh, “even though I knew your maths would be in perfect order.”
And Scrooge continued, too excited to eat, “I’m in my later years now, and I’ve got a lot of living I need to redeem.” There’s so much to do, why, I have ideas popping into this grey head as fast as I can write them down!”
Then his voice became softer, “I’ve ideas for a new school to educate the poor where they can find industry, so they and their children can leave the poorhouse.” Then he turned to look at Bob in earnest, “But first, and most important, I’ve asked Dr. Hartshorn to help me start a work to help crippled boys and girls.”
Quickly straightening up, he said sternly, “So, I won’t be able to keep this counting-house running as I have.” As soon as these last words entered Bob Cratchit’s ears, his heart sank. This meant he would be out of work. In the few seconds before Scrooge could take a breath and say his next word, Cratchit had run a future scenario through his mind. He saw himself walking the cold streets, knocking on doors to look for work, while his wife and children were at risk of going to the poor house.
His terror-stricken face went unnoticed by Scrooge, who went on, “That means I need to find someone who can take over here at the Tank, and what better man than you, Bob Cratchit?”
Bob turned to Mr. Scrooge and, with a small piece of mutton on his lower lip, stared wide-eyed in utter shock and uttered, “Mr. Scrooge?”
“Yes, yes! Exclaimed Scrooge. “I know I’ve made this work drudgery, But really, I think we could bring the life back into this place. We can review all our accounts and make sure we keep Christmas in all our receivables.“Why, it’s the perfect solution, that is,” he lowered his voice, “if you’ll be willing to go into partnership with me.”
“Mr. Scrooge! I’ve never been more honored in my whole life! Could there be any reason in the world why I would not leap at this opportunity? Thank you, thank you, sir!”
“It’s yes, then?”
“Emphatically yes, sir!” replied Cratchit, still numbed, half in disbelief and half in elation.
“Splendid! I’ll settle it with the attorney right away this afternoon!” and he raised his cup of bishop to toast when a man opened the front door.
As he stepped inside, he looked at Ebenezer Scrooge and inquired, “Mr. Marley?”
Scrooge turned to look at Bob Cratchit and whispered, “After my meeting with the attorney, I’ll head directly to the sign shop!”
When two businesses merge or one business acquires another, how do you bring the two entities together in harmony? Both companies have unique cultures formed by their values, vision, and the reason why they exist (their purpose). For a successful merger, these intangibles must be intentionally worked together.
If Ebenezer Scrooge were to bring on Bob Crachit as a partner, here’s how we’d work to help them build a remarkable brand that would create a strong business and bring a positive impact in the marketplace.
5 Tips for Rebranding a Merger or New Partnership (Scrooge-Style)
- Embrace Change as Scrooge Did
Scrooge’s journey from miser to benefactor demonstrates the power of change and adaptability. When considering a rebrand, it’s essential to approach it with an open mind and a willingness to evolve.
Scrooge’s famous line, “I will honour Christmas in my heart, and try to keep it all the year,” reflects his commitment to change. Similarly, a rebranding effort requires a commitment to uniting both companies in a new partnership and vision.
- Communicate the New Vision
After deciding to bring Bob Cratchit on board, Scrooge and Cratchit would need to clarify a shared vision and communicate it to stakeholders. Clear communication is key to a successful rebrand. Leaders must convey the reasons behind the rebrand, the values it represents, and how it benefits customers. It needs to be repeated often!
While change comes with challenges, leaders who hold themselves accountable for embracing change will inspire others in the organization and build trust and excitement around the new direction.
- Preserve the Established Legacy
While Scrooge’s transformation would drastically alter the trajectory of his future, his transformation was immensely influenced by his past. Rebranding doesn’t mean discarding your business’s history; it means building upon it.
In the rebranding process, it’s essential to identify the foundational aspects of the company and build on those elements that have worked well. Scrooge could recall his experiences as a young apprentice, what drew him toward his work, and the influences others had in his life, such as his prosperous and joyful former boss, Mr. Fezziwig.
Scrooge could leverage his reputation for precision and business acumen and build on it with a mission and vision for revived values of generosity and joy in one’s work. Successful rebrands create continuity with past successes while adapting to new ones.
- Collaborate on Brand Development
Incorporating Cratchit’s ideas into the rebranding would be crucial. Building a brand that reflects both partners’ visions requires collaboration and compromise. Especially in a partnership, where two people will inevitably have different opinions, constructively hashing these out can ensure that the new brand emerges with shared goals and values.
Inviting a third, neutral party into the rebranding process brings an unbiased viewpoint, free from the internal biases and emotional attachments of either merging company. A business or brand consultant can objectively guide the process to assess the strengths and weaknesses of each brand and develop a rebranding strategy that maximizes the value of both entities.
Professional branding consultants guide collaborative ideation and can help navigate disagreements about the new brand name, logo, messaging, and overall brand identity, ensuring a unified and well-executed launch.
- Execute Consistently Across All Touchpoints
The rebranding launch is the opportunity to present the new identity to the world, make a positive impression, create curiosity, and drive new business. Every detail reinforces the new brand message when it is consistently reflected across all customer touchpoints—from the logo and website to email footers and branded apparel.
Dickens ends A Christmas Carol by telling his readers that “Scrooge was better than his word. He did it all and infinitely more.” The greatest mistake leaders can make in a rebranding is to speak the mission and values though not live them out. We’ve seen it when employees perceive that the leadership is not genuine about the brand message: it’s a recipe for a brand that will falter and struggle to survive.
Make sure your brand communicates its renewed energy and direction in every interaction, starting from the top!
- Celebrate the Transition
Celebrate the new partnership and brand launch. This can be done in small and great ways, perhaps with a company lunch or by hosting an event for customers, prospects, vendors, and strategic partners. This celebration can galvanize your team and clients, inspiring them to embrace the changes.
Rebranding upon bringing on a new partner requires a thoughtful approach reminiscent of Ebenezer Scrooge’s transformation. By embracing change, communicating effectively, honoring your legacy, collaborating, ensuring consistency, and celebrating the transition, you can successfully usher in a new era for your business.
A rebranding launch for a successful merger might not take you to the heights of Scrooge’s transformative joy as he exclaimed, “ I am as light as a feather, I am as happy as an angel, I am as merry as a schoolboy. I am as giddy as a drunken man!” Much like Scrooge’s newfound appreciation for life, care in the process and intentional effort to live true to the message are the ingredients for a sustainable and rewarding brand.
