Brand architecture often comes down to an evaluation of tradeoffs. In my experience, there’s rarely a cost-free benefit or a no-foul cost. That’s why I have found the concept of brand value so helpful. It focuses on the net effect of an initiative — are the benefits worth more than the costs of getting those benefits or are cost-saving initiatives doing more harm than good?
The job of a brand architect can be compared to the job of a closet organizer, and by that, I don’t mean someone who organizes in secret, I mean an organizer of closets. Both jobs bring order to chaos, throwing out anything that’s no longer useful and developing a system for keeping things in check and off the floor. Let’s explore this analogy. What guidance does it gives us about when you should be assessing...
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Teresa, a VP of Marketing in Seattle, Washington who brings us this brand architecture question…
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).
OK, you be the brand manager. Your customer base is in decline. Government tax increases have made your product five times more expensive than 30 years ago in real terms. Your marketing communications are limited because all forms of advertising and sponsorship have been ruled illegal.
