The document outlines a proposed framework for developing and managing a brand architecture for Company X. It discusses developing a portfolio strategy, positioning brands, and defining the relationships between a master brand and other product or service brands. It proposes assessing the current state, developing hypotheses for a new architecture, selecting an optimal architecture strategy, and creating tools to manage migration to the new architecture. The goal is to evolve Company X's brand management as it moves into higher-value solutions.
Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19Carol Phillips
Completely UPDATED version of our earlier Toolkit. Is your brand portfolio easy for customers to navigate? Helping you prioritize your investments? Learn how to organize brand assets to help your business grow.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19Carol Phillips
Completely UPDATED version of our earlier Toolkit. Is your brand portfolio easy for customers to navigate? Helping you prioritize your investments? Learn how to organize brand assets to help your business grow.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
At Straightline, we are dedicated to creating brands that transform businesses. That's why we've compiled the most compelling research on the impact brand architecture can have on business strategy.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
Brand architecture is the structure of brands within an organizational entity. An established Brand Architecture is an important guide for brand extensions, sub-brands and development of new products.
Brand Architecture helps a marketer see how to keep parts of a brand separate when needed, and also how to allow them to work together to boost one another in the marketplace.
Although the true magic of using Brand Architecture itself is to establish the identity of your brand and how your company relates to your customers. Brand architecture shows us how the sub-brands of a larger whole are organized, and how they all relate to each other.
----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
Naming Architecture: A Blueprint for Portfolio SimplicitySiegel+Gale
Jeff Lapatine (strategy director, brand development) delves into naming and nomenclature architecture, and how by deploying simple, easy to codify concepts, you can unlock the potential of your portfolio through the power of simplicity.
Brand architecture is the structure of brands within an organizational entity and a brand portfolio is used to encompass all these entities under one umbrella. Under this topic,
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
At Straightline, we are dedicated to creating brands that transform businesses. That's why we've compiled the most compelling research on the impact brand architecture can have on business strategy.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
Brand architecture is the structure of brands within an organizational entity. An established Brand Architecture is an important guide for brand extensions, sub-brands and development of new products.
Brand Architecture helps a marketer see how to keep parts of a brand separate when needed, and also how to allow them to work together to boost one another in the marketplace.
Although the true magic of using Brand Architecture itself is to establish the identity of your brand and how your company relates to your customers. Brand architecture shows us how the sub-brands of a larger whole are organized, and how they all relate to each other.
----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
Naming Architecture: A Blueprint for Portfolio SimplicitySiegel+Gale
Jeff Lapatine (strategy director, brand development) delves into naming and nomenclature architecture, and how by deploying simple, easy to codify concepts, you can unlock the potential of your portfolio through the power of simplicity.
Brand architecture is the structure of brands within an organizational entity and a brand portfolio is used to encompass all these entities under one umbrella. Under this topic,
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand
architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the
portfolio. The webinar leverages best practices, guiding principles, and real-world example.
Assessing Your Brand Architecture August 2015Carol Phillips
THIS PRESENTATION IS OLD. SEE UPDATED VERSION 2019.
Learn more about how to optimize Brand Architecture to provide a clear and leverage able ‘face’ for your business strategy.
Brand White Paper: The Case For ConsolidationBrian Creath
As many business-to-business marketing organizations seek a stronger focus on solution selling (the ability to have single points of customer contact who can provide solutions from every product and service an organization houses), corporate brand-driven architectures become even more attractive. Our white paper explains why.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories, customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories,
customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the
circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
Identifying growth platforms through a brand-driven innovation process: a case of the Sci Fi Channel. A roundtable discussion on behalf of The University of Chicago Booth School of Business.
AMA Customer Experience Workshop: Optimizing the Customer ExperienceFullSurge
Tutorial workshop on optimizing the customer experience prepared for and facilitated on behalf of the American Marketing Association for the 2014 annual conference, Inspired Marketing.
This two-day workshop helped participants craft a high-potential business growth strategy that capitalizes on marketplace opportunities while leveraging organizational competencies and
competitive advantages. Day 1 of the workshop consists of four modules: 1) an overview of business growth strategy, 2) conducting a current state assessment to identify business opportunities
consistent with organizational core competencies, 3) articulating a business growth vision to remain competitive in a challenging marketplace environment, and 4) growing the core business to
maximize revenue and profit.
This two-day workshop helped participants craft a high-potential business growth strategy that capitalizes on marketplace opportunities while leveraging organizational competencies and
competitive advantages. Day 2 of the workshop consists of four modules: 1) utilizing research and analytical methodologies to inform and achieve strategic business goals, 2) implementing
business growth strategy for creating high-impact value propositions, 3) assessing organizational readiness and implementation for effective execution of growth strategies, and 4) measuring
and monitoring the progress of business development and growth.
The presentation was part of a one-day roundtable session held for the membership of the Association of National Advertisers (ANA). It contains a real-world case study that illustrates how a
former client: 1) dissected and ultimately defined what it means to be "green" in their industry, 2) identified key purchase decision-makers associated with "green," 3) segmented the market
based on customers' attitudes toward "green," and 4) developed a compelling "green-based" value proposition and go-to-market strategy for the chosen target segment.
We all know it is important to consistently grow brands, but what is the best way to achieve brand growth? This webinar was conducted for the membership of ANA. It discuss how to achieve growth by extending brands into new markets, whether by geography, by category, or by industry. It features a variety of case studies and best and worst practice examples while exploring critical questions such as: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets?
The purpose of this two-day workshop was to help marketers build successful multichannel strategies that connect with customers in increasingly meaningful ways across discreet yet
interconnected channels. Specifically it focuses on how to: 1) develop a 360 view of customers to inform a channel architecture strategy, 2) deliver personally relevant information through a
compelling content and contact strategy, 3) align channels through brand strategy to create a cohesive user experience, 4) integrate measurement across channels for business performance
enhancement, and 5) create internal infrastructure and readiness systems that equip organizations to coordinate effective responses to customer needs.
This workshop builds a foundation for how to identify, evaluate and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on
brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting. Specific topics covered include: 1) determining a brand’s
“bounds of extendibility,” 2) using brand as a source of inspiration for business-building ideas, and 3) testing/validating new business opportunities within the context of an existing brand.
The workshop uses a combination of best and worst practices, B2B and B2C context, and practical and real-world examples.
FullSurge managing partner Mitch Duckler delivered a presentation at the 2014 Small Firms Leadership Retreat in Ponte Vedra Beach, Florida. In this presentation, Mitch presents the latest guiding principles for how small consulting firms can drive growth. His presentation covers the importance of a firm defining its unique brand positioning and how to bring it to life operationally. Mitch also addresses how brand positioning can be used to inform activities such as thought leadership, expertise marketing, human capital, intellectual property, and knowledge management.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. PROPRIETARY
SUBSECTION TITLE
2
As Company X
evolves its
portfolio toward
higher-value
solutions, the
way the company
manages its
brand must also
evolve. From
Portfolio Strategy
down to
Brand Activation,
we recommend
using a basic
roadmap for
building and
maintaining
strong brands.
Macro Strategy:
Business and Brand Portfolio Strategy
Portfolio Strategy is focused on how a
company should define its portfolio to
maximize profitability. It determines the
number, scope and strategic role for each
equity within the portfolio.
Micro Strategy:
Brand Position and Architecture
Positioning identifies the key benefits and
promise that drive the marketplace perception
of each equity. On
a parallel track, Brand Architecture defines the
optimal relationship among equities, guiding
the manner and extent to which any given
equity is linked to another.
Brand Conception
The Big Idea is the market-facing vision that
pays off the equity positioning, while Brand
Expression is the articulation of the Brand
Architecture, providing the principles for
expressing the Big Idea in the market.
Brand Activation
Brand Activation is how we bring the brand
to life through a variety of touchpoints.
Lead:
Lead: Lead:
Lead: Lead:
Lead: Lead: Lead: Lead: Lead:
Portfolio Strategy
(Company X Business Blueprint)
Equity
Positioning
Brand
Architecture
Big Idea
Brand Expression
(The creation and
management
of visual identity, content,
design, naming and lexicon)
Enablement Advertising Events
Demand
Generation
Social
3. PROPRIETARY
SUBSECTION TITLE
3
Once a company
develops a solid
Portfolio
Strategy,
it must develop a
Brand
Architecture
that defines the
optimal
relationships
among equities
in
the portfolio.
Brand Portfolio Strategy
Articulates the optimal number, scope,
and role for every brand/equity in the
portfolio.
Brand Architecture—What it is
A comprehensive depiction of the optimal
relationship between any given brand/equity
and the master brand.
Brand Architecture—What it does
• Determines whether any given product,
service
or other entity should be “branded.”
• Dictates the kind of brand any given
product, service or other entity should
assume (i.e., relationship to master brand).
• Provides rules and guidance for
developing a
visual identity (or other expression) system,
naming
and managing acquired equities.
4. PROPRIETARY
SUBSECTION TITLE
4
From Branded
House to House
of Brands, there
is a basic
continuum of
Brand
Architectures.
Company X
skews toward
the Branded
House end of
the spectrum.
• Very strong
reliance
on (and emphasis
of) Corporate
Brand
• Product brands are
very often
“descriptive” in
nature
• Corporate
Brand
may or may not
be externally
relevant
• Product brands
“stand alone”;
have strong
equity of their
own
Branded House House of Brands
5. PROPRIETARY
SUBSECTION TITLE
5
However, a
Branded House
isn’t always
as simple as it
sounds. Within the
category
is another
continuum defined
by the extent
to which any given
equity can deviate
from the master
brand.
Client SegmentsFEW MANY
Equity DifferentiationHOMOGENOUS HETEROGENOUS
Investments in Individual EquitiesLOW HIGH
Brand Management CapabilitySIMPLE COMPLEX
Brand ExpressionUNIFORM UNIFIED
NO DEGREES OF FLEXIBILITY MODERATE DEGREES OF
FLEXIBILITY
Branded House House of Brands
6. PROPRIETARY
SUBSECTION TITLE
6
What kind of
Branded House a
company informs
what types of
brands it contains.
It
also guides the
brand
management
system.
POTENTIAL Company X BRAND TYPOLOGY
Equity Type Definition Illustrative Examples
Master Brand A brand that serves as the primary frame of
reference, often carrying the corporate name
Co-brand An equity overtly linked to the master brand,
receiving equal emphasis vis-à-vis the master
(i.e. logo lock)
Endorsed Equity An equity that is endorsed by the master
brand, deriving benefit from it by virtue of the
association
Descriptive
Equity
An equity that is purely functional/descriptive
in nature, with a logo lock to the master
brand.
Stand-alone
Equity
A brand that stands independent from the
master brand with no overt or implicit link to
the master
Un-branded
Equity
A brand that stands independent from the
master brand with no overt or implicit link to
the master
Strategic Outsourcing
Company X
Software
ILLUSTRATIVE BRAND HIERARCHY
Master Brand
Co-brand
Endorsed
Equity Descriptive
Equity
Un-branded
Equity
Stand-alone
Equity
Netezza by
Company X
7. PROPRIETARY
SUBSECTION TITLE
7
The ongoing
management of
the brands within
an architecture
requires
a variety of
decision-making
tools. These tools
help brand
managers to
determine the
extent to which
different equities
require branding,
while ensuring the
ongoing optimal
relationship
among brands.
1.
Revenue
Consideration
Does the equity
have direct
revenue-
generating
responsibility?
2.
Market Need
Does the equity
offer a
differentiated
POV in the
marketplace?
3.
Competitive
Consideration
Does the equity
hold competitive
precedence that
establishes
independence from
the Company X
Master Brand?
4.
Equity Flow
Is the equity
charged with
infusing unique
equity into the
Company X
Master Brand?
5.
Risk
Does
association with
the equity place
potential risk on
Company X?
Determinatio
n
Stand-alone
Equity
Co-brand
Equity
Endorsed
Equity
Descriptive
Equity
Un-branded
Equity
MARKET EVENTS THAT REQUIRE BRANDING DECISIONS
ILLUSTRATIVE TOOL FOR BRANDING DECISIONS
Develop Initial
Architecture
Launch New Product/Service
Acquire Company/Business
Unit
Create New Program
YES
START
NO
YES
NO
YES
NO
YES
NO
YES
NO
Requires Brand
Decisions
8. PROPRIETARY
SUBSECTION TITLE
8
Once completed,
the Brand
Architecture
serves as a
snapshot
of the business
and its brands.
From the master
brand, down
to the level of
individual
offerings, it
outlines
the depth and
variety
of brand
relationships
required across
the portfolio.
ILLUSTRATIVE BRAND HIERARCHY
9. PROPRIETARY
SUBSECTION TITLE
9
Ultimately, the
Brand Architecture
will inform the
rules
by which the
Expression
System should be
governed.
Specifically, it will
guide the
development of a
system that will:
1. Demonstrate how Company X ’s
master brand should be leveraged
and adapted to support the key
brands/equities in which Company
X invests.
2. Create a strategic and meaningful
relationship among all the equities
in which Company X invests.
10. PROPRIETARY
SUBSECTION TITLE
10
This is one
approach for how
we could
develop the
Company X
Brand Architecture
in support of the
various
Expression
Systems.
1.
Assessment
& Discovery
2.
Hypothesis
Development
3.
Strategy
Development
4.
Migration
Plan & Tools
BRAND ARCHITECTURE EXPRESSION
SYSTEM
Visual Identity
Content
Design
Naming
Lexicon
11. PROPRIETARY
SUBSECTION TITLE
11
External Perspective Internal Perspective
Challenges:
• Different perspectives on what is and is not a brand
• Brand architecture is not currently supporting value
proposition
Opportunities:
• New brand has a lot of awareness/equity with
customers that can be leveraged into new products and
line extensions
• Corporate brand is a potentially another under utilized
asset
Sample Current State Assessment What it Will
Provide…
• Understanding of how the
architecture supports the
overall business
strategy/vision
• Understanding of the
strengths and weaknesses
of the current architecture
• Understanding of the current
management challenges
which resulted in the current
state architecture
What it Will
Enable…
• Identification of new
architecture alternatives
• Recommendations for
improving the brand
management process
Step 1 –
Assessment &
Discovery
Activities:
• Gather existing data,
identify data gaps
• Conduct management
interviews
• Conduct competitor
audit and BA
benchmarking
• Illustrate and analyze
current brand
architecture from both
an internal and
customer perspective
12. PROPRIETARY
SUBSECTION TITLE
12
Corporate
Brand
BU/Product
Brands
Volume &
Direction –
how much
equity is being
shared/
transferred?
Equity Flow – do
the brands share
and/or transfer
equities between
them?
Corporate
Brand
BU/Product
Brands
?
Polarity –
does one
brand send or
absorb more
of the equity?
Corporate
Brand
BU/Product
Brands
(-
/+)
Intensity –
how indelible
are the
shared/transf
erred
associations?
Corporate
Brand
BU/Product
Brands
Step 2 –
Hypothesis
Development
Activities:
• Determine how brand
equity currently flows,
and how it ideally
should flow going
forward
• Frame up the
architecture—
determine the
organizing principle
and optimal hierarchy
• Generate 2-3
architecture
alternatives using the
chosen framework.
Create illustrative
examples of identity
system for each, along
with the pros and cons
What it Will
Provide…
• Understanding of what is
driving the overall
architecture options
• Clear pictures of different
options, including how these
options would be brought to
life through name changes,
linkages, etc.
What it Will
Enable…
• Making the best decision
based on a thorough
assessment, which can then
more easily be sold in
throughout the organization
13. PROPRIETARY
SUBSECTION TITLE
13
Sample Recommended Architecture
Step 3 –
Strategy
Development
Activities:
• Conduct multiple
iterative cross-
agency working
sessions to
determine optimal
brand architecture
for Company X
• Evaluate each
alternative against
pre-determined
criteria
• Select and finalize
the brand
architecture
• Clarify scope and
strategic intent for
key brands within
the architecture
What it Will
Provide…
• Final architecture
recommendation
• Clear articulation and
examples of how it will be
brought to life
• Process for garnering
organizational buy-in
What it Will
Enable…
• Begin to sell-in and
implement the new and
improved architecture
14. PROPRIETARY
SUBSECTION TITLE
14
Step 4 –
Migration
Plan & Tools
Activities:
• Finalize and socialize
brand architecture
recommendation
• Outline migration
plan for achieving
architecture destination
• Develop decisions
trees, naming
guidelines, other tool
kits, governance and
management tools to
manage future
architecture decisions
What it Will
Provide…
• Understanding of all key
touchpoints impacted by the
architecture
recommendation
• Optimal way to make the
transition to the new
architecture
• Tools such as brand
guidelines and decisions
trees
• Steps to build new visual
identity system (if
necessary)
What it Will
Enable…
• Ensure implementation of
the architecture begins
immediately
• Equips Company X
organization with the tools
necessary to aid future
decision-making