Salesforce should buy Twitter but keep it as a standalone company. Attempting to integrate Twitter into the Salesforce fabric, though it would offer great excitement and return, would make messy both product services. Life’s too short not to try something like this, Marc Benioff might be thinking, but he shouldn’t do it with an eye toward an integrated platform. The puzzle pieces just won’t fit. Not organically.
Mr. Benioff should buy the company. And allow it to resurrect itself with fresh cash, time and vision. But that vision isn’t the same that has fueled Salesforce.
If you are managing a brand well, you are managing a business well. Brand management is all about staying within the lines of a business winning organizing principle. Adhere and innovate, but stay between the lines. When you merge two companies like Salesforce and Twitter, you’re evolving and adding new lines to that organizing principle. It like adding new genes to the pool. Especially for companies as large and successful as these two. Buy, lift and separate.
Peanut butter and ham do not a great sandwich make.