From bland to brand.

The expert strategists that make up our Brand Strategy practice help define the roadmap for successful brands. We'll help you navigate through the tough decisions, so you can reach your goals. After all, without a good roadmap it's a lot harder to get to where you want to go.

Brand relationships can become confusing.

As companies grow, the relationship between the master brand and the sub-brands can become complex or confusing for customers as well as internal audiences. This can make it more difficult to organize operational functions, marketing campaigns and differentiation strategies. When our clients face these challenges, we are often called to help them address their Brand Architecture strategy.

Brand Architecture provides a strategic brand framework.

The Brand Architecture establishes a strategic approach to the relationship between the various brands and sub-brands. At its most basic, it helps define the hyerarchical structure of the brand framework. The Brand Architecture strategy becomes particularly important when considering a merger or acquisition, developing brand extensions, promoting ingredient brands, evaluating how to leverage partner brands, etc.

There are different approaches to consider.

When working on a Brand Architecture strategy there are many different approaches that need to be evaluated. For example, sometimes it is best to develop a "House of Brands" approach, while at other times it's better to implement a "Branded House" approach. Each of these approaches will guide decisions about business structure, product nomenclature, messaging strategies, brand identity design, etc.

Our Brand Strategists have done it before.

Our Brand Strategy team can help you navigate through complex Brand Architecture strategies. We have worked on mergers, acquisition, divestitures, re-orgs, product launches, etc. We can help our clients make Brand Architecture decisions, and develop the tools you need to guide you through important decisions about brand building programs. As a result, external audiences such as customers, prospects and vendors will have a much better understanding of your brand structure and how they benefit from it.