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Brand Architecture & Behaviour
The document discusses brand architecture and behavior, emphasizing that brands, like people, seek uniqueness and purpose. It outlines a comprehensive brand design process that includes setting objectives, market research, and brand evaluations, highlighting the importance of aligning vision and values for effective implementation. Additionally, it stresses ongoing assessment and adjustment of brand strategies to maintain relevance and resonance in the market.
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Brand Architecture & Behaviour
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- 2. Brand architecture andbehaviour “Culture eats strategy for lunch!”
- 3. Brand architecture and Brand behaviour - Brands behavelike people: they want to be different. - Brands have a natural tendency to create their own meaning and direction - Each brand has its own unique personality and offering - The more brands in brand architecture, the more complex - Simplicity requires less of everything
- 4. Brand design (new brands) process • Setobjectives • Align goals • Catalogue biases • Value Offering • Market Research • Business Strategy • Brand strategy • Brand positioning • Brainstorm • Symbols, • typography, colours • Creative Interpretation • Research • Executive presentation • CI Guidelines • Branding inside out • Roll-out • Brand evaluations • Policing of CI application
- 5. Transformingbrands Measure Develop tobe Brand Strategy - Brand Positioning - USP’s/Differentiators - Core Brand Strategy - Communications Strategy - Articulate vision - Brand Design - Brand Blueprint - Corporate Identity Guidelines - Develop value propositions for key segments targeted Implementation - Alignment Vision & Values Objectives Marketing Plans KPA’s Current Brand Strategy - Positioning - Architecture - Communications Review Brand Blueprint - Segmenting & Targeting - Strengths & Weaknesses - Situational Analysis Review Brand Relevance & Resonance - Value proposition per segment - Opportunities & Threats - Emotive Triggers - USPs & differentiators of positioning Assess Gap & Decision - Evolve - Recreate Evaluate Fine-‐Tune BRANDING INSIDE OUT Par<cipate Involvement Alignment Alignment Alignment Objec<ves KPAs Evalua<on Inform Alignment process