In the U.K. the 60th anniversary of the first British TV ad is encouraging most marketers to look in the wrong direction: backwards. TV ads remain the great tool of modern marketing and marketers there and in the U.S. would be crazy to forget it.
The brand architecture spectrum has been well documented and has proven to be a powerful way to describe and map the brand architecture universe. Do a Google image search of brand architecture spectrum and you will find many variations on a theme (like this one). These renditions show the progression of brand architecture options from branded house (one single brand) to house of brands (many brands under one roof).
It’s easy to think of what your brand is there to do (purpose) and how your business intends to prosper (strategy) as separate things, different agendas. But more and more brands are looking at ways to bring these two ideas together: building and focusing their business around the wider impacts they intend to have.
Not much has been written about integrating business strategy and brand strategy.
Not all brand campaigns are created equal. Some have the power to deepen relationships and broaden the access point for your brand. From 1986 – 1996 I held the position of Director of Marketing Insights & Planning for Nike, Inc. These were the years where marketing and brand planning as internal disciplines were being defined for the first time. Reflecting back there are five things I learned in helping to bring the Just Do It (JDI)...
