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.
Brand Architecture is your Brand Strategy. Get your strategy in place and build around it. Good examples with the auto industry compliments of Six Degrees | Sensory Branding and Interactive Marketing Company.
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.
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.
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 your Brand Strategy. Get your strategy in place and build around it. Good examples with the auto industry compliments of Six Degrees | Sensory Branding and Interactive Marketing Company.
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.
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.
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.
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.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
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.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Each year, Tenet Partners analyzes the data in
the CoreBrand Index (CBI) to determine the US
economy’s Top 100 Most Powerful Brands based on
high awareness and positive brand perceptions. 2015
marks the eighth year of the report. The report is
unique because it is based on a single, data-driven
score that assesses each brand’s familiarity and
favorability. We call this BrandPower. Powerful Brands build and nurture their brands and in turn, their create and make it
competitive – by making investments in
innovation, R&D and strategic partnerships
to drive customer-centric experiences
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
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.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
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.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Each year, Tenet Partners analyzes the data in
the CoreBrand Index (CBI) to determine the US
economy’s Top 100 Most Powerful Brands based on
high awareness and positive brand perceptions. 2015
marks the eighth year of the report. The report is
unique because it is based on a single, data-driven
score that assesses each brand’s familiarity and
favorability. We call this BrandPower. Powerful Brands build and nurture their brands and in turn, their create and make it
competitive – by making investments in
innovation, R&D and strategic partnerships
to drive customer-centric experiences
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
The pressure is on marketing to quantify the benefits of the huge spend including brand) it incurs. It\'s not particularly difficult, although it is a fair amount of work. This presentation shows you how! Let me know if you need help!
Know how Sony Ericsson perform their Business Strategy for their organization growth. This is sample ppt for Business strategy for university students to learn basic of business and its strategy. For more PPT kindly contact us at given email:help@instantassignmenthelp.com.au or toll free number:+61 879 057 034
Brand alliances an effective marketing strategyAshutosh Tyagi
From short-term reciprocal agreements to long-term strategic affiliations, we specialise in sourcing, managing and analysing the partnership process to help our clients maximise value (both financially and through increased brand equity) by form strategic brand alliances
2019 The annual report on the world's most valuable and strongest apparel brands.
Nike continues to dominate as the world’s most valuable apparel brand, with a brand value of US$32.4billion
+ Zara and Adidas move up the ranks as H&M’s brand value decrease pushes it down to 4th place
+ Uniqlo is the fastest-growing apparel brand in the top 10, up a whopping 48% year on year
+ Rolex is the strongest brand in the sector, posting an elite AAA+ brand strength rating
+ Luxury brands account for 7 out of the top 10 strongest apparel brands, showing importance of brand strength in the segment
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.
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.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
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
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The Evidence Is In: Brand Architecture Matters
1. The Evidence is in:
Brand Architecture
Matters
Straightline | April 2019
2. The value of brand
extends beyond its
ability to inspire
Straightline | 2
3. Research has shown that brands make a
significant part of a company’s intangible value
Intangible value has become
the greatest asset for today’s
S&P 500 companies.
Brand makes up a significant
portion of intangible value
along with other intangible
assets like patents and
goodwill.
Brand value
Other intangibles
Intangiblevalue
ComponentofS&P500
Marketvalue1
17%
32%
68%
80% 80%
84%
0%
20%
40%
60%
80%
100%
1975 1985 1995 2005 2010 2015
Tangiblevalue
Intangiblevalue
DetailedBreakdownof
S&P500Value2
26% 20% 54%
0% 20% 40% 60% 80% 100%
Tangible value Brand Other intangible assets
Source: 1. Ocean Tomo LLC (2015) Annual Study of Intangible Asset Market Value; 2. Type 2 Consulting (2017) How much of enterprise value is brand?
Straightline | 3
4. With a clear positive correlation between brand
and shareholder value
Meaningfulbrandsdrive superior shareholder returnsover time
Strong brands are the
foundation for
outperforming the market
and are a valuable asset in
times of financial crisis.
S&P 500
97.1%
47.5%
MSCI
BrandZTM
Strong
Brands Portfolio
153.7%
BrandZTM Strong Brands Portfolio vs. S&P 500 vs. MSCI World Index1
(April 2006 – October 2017)
Apr
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Oct
2017
Source: 1. BrandZTM
/ Kantar Millward Brown including data from Bloomberg (2006-2017).
Straightline | 4
5. Brand positively influence the relationship with
customers, investors, and employees
50%
28%
15-20% 30%
20%
higher customer loyalty for B2B
companies with a strong brand3
lower employee turnover
rates compared to companies
with a weak employer brand5
more effective employee
recruiting compared to
companies with a weak brand4
of purchase decisions in all B2B
markets are driven by brand1
price premium for strong brands
in the B2B market, over weaker
brands in the same industry2
Sources: 1. McKinsey (2015) The brand is back: Staying relevant in an accelerating age; 2. Bick & Bendixen, 2009; 3. Taylor, Celuch & Goodwinn 2004; 4. International
Journal of Organizational Analysis 2014 5. LinkedIn (2011) What's the Value of Your Employment Brand?; 6. Reuters (2014).
82%
of investors believe a strong
brand is very important in their
investment decisions6
Straightline | 5
6. How do you create
brand value? Customer
experience
Messaging
Verbal &
visual identity
Employee
engagement
Brand
positioning
Leadership
support
Brand Value
Brand
architecture
And more…
Straightline | 6
7. Research shows
the important role
brand architecture
plays in driving
brand value
Customer
experience
Messaging
Verbal &
visual identity
Employee
engagement
Brand
positioning
Leadership
support
Brand Value
Brand
architecture
And more…
Straightline | 7
8. There is a range of brand architecture options,
each with implications for the business
MASTERBRAND
Advantages:
‒ Efficient marketing
‒ More focused
communications
‒ Suggests one standard
of quality, and
seamlessness
Disadvantages:
‒ Hard to spin off
‒ Riskier in a crisis
MASTERBRAND +
SUB-BRAND
Advantages:
‒ Superior returns
through shared brand
investment
‒ Corporate brand and
sub-brands share equity
and awareness
Disadvantages:
‒ Easy to negatively
impact the corporate
brand through sub-
brands (and vice versa)
HYBRID BRANDING
Advantages:
‒ Encourages
“independence”
‒ Highly flexible
‒ Used when seeking to
promote “killer app:
brand”
Disadvantages:
‒ Can be confusing for
users
‒ Requires equity sharing
ENDORSED BRANDING
Advantages:
‒ Allows the corporate
reputation to become a
marketing asset
‒ New brands or
products can borrow
awareness and
acceptance from
corporate brand
Disadvantages:
‒ Ability to extend the
corporate brand may
be limited
HOUSE OF BRANDS
Advantages:
‒ Insulates individual
brands
‒ Allows for competing
brands
‒ Enables more micro-level
segmentation
Disadvantages:
‒ Expensive to maintain
‒ Requires active brand
management
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9. Masterbrand + sub-branding has proven to
deliver significantly higher returns
0
0.2
0.4
0.6
0.8
1
1.2
Branded
House
Sub-branding Hybrid Endorsed
branding
House of
brands
Returns associated with eachbrand architecture1
A study in the Journal of Marketing
Science found consistent brand
architecture can significantly
influence firm valuation.
Sub-branding provides the
benefits of a branded
house while also
leveraging the strengths
of secondary brands.
Source: 1. Journal of Marketing Science (20156) Brand architecture strategy and firm value: how leveraging, separation, and distancing the
corporate brand affects risk and returns.
Varianceofstockreturns
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10. Brand architecture management is a particularly
significant consideration during M&A
Newly merged companies generally
underperform the market by 5-7%.1
The right branding decision can make a
significant difference in the returns over the
first three years.
Research published in Harvard
Business Review2 evaluated
three categories of brand
architecture used during M&A.
1. Backing the stronger horse (also called
assimilation or acquisition) elevates the stronger
brand, typically the company making the
acquisition (e.g., Airborne Express becomes DHL)
2. Business as usual allows both brands to continue
to exists though only one is used at the corporate
level (e.g., P&G maintains Gillette brand)
3. Fusion combines the bestelements of both
brands to create a merged identity (e.g., Exxon
and Mobile become Exxon Mobil)
Source: 1. Type 2 Consulting (2013) Brand Strategy and Mergers: Is Brand Still a Significant Variable? 2. Harvard Business Review (2011) Why
Fusing Company Identities Can Add Value.
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11. There is a clear benefit to pursuing a highly
collaborative brand architecture strategy
There was a 35% difference in stock
performance depending on the strategy chosen
(+10% vs. -25%).1
Backing the stronger horse or taking a business-
as-usual approach resulted in merged
companies underperforming the market by 20-
30%, respectively.1
Companies that pursued fusion
outperformed the market by 10%.1
Cumulative abnormal returns for buy and hold1
(measure from the merger completion date)
Source: 1. Type 2 Consulting (2013) Brand Strategy and Mergers: Is Brand Still a Significant Variable?
Acquisition Business as usual Fusion
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13. Send us an email to have a
conversationabout your brand.
Denis Riney
Principal North American Strategy
Riney@StraightlineWorld.com
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14. Straightline is a full-service corporate branding firm
dedicated to creating brands that transform
businesses.
Founded by Michael Watras, an internationally
recognized corporate branding expert, the firm has
deep experience in a variety of B2B and consumer-
oriented industries, including Allergan, Walgreens
Boots Alliance, ABB, and Gentherm.
With offices in New York and London, Straightline
delivers integrated strategy, design, and employee
engagement services, working with client teams and
agency partners. All of our branding work is driven by
business strategy, with an emphasis on helping clients
grow faster and compete more effectively.
About Straightline
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