Marketing with Smart:ROI

Tail wags dog

Reputation management

Fusing business model with brand strategy

Brand management in higher education

1 + 1 = 3

The best of both worlds

Engaging and embedding internal communications

Enhancing the brand through the IPO maze

Brand Architecture: considerations

BRAND ARCHITECTURE: CONSIDERATIONS

StrategicFusion has undertaken many brand architecture and sub-branding projects and this experience has given us a number of practical insights.

In many cases organisations do not truly think about their brand architecture needs until after a problem has occurred. Therefore in the majority of situations the challenge is not about creating an ‘ideal’ strategy and architecture from a blank sheet of paper, but from a position of reality where sub-brands already exist in various forms and indeed numbers.

There are of course some exceptions to this - principally driven by market growth such as acquisitions - but it is more likely that the reality of the problem will not appear on senior management’s radar screens until either the number of subbrands has hit a certain critical mass, or there is a realisation (either through a strategic brand review, or new appointment) that the situation is already out of control with sub-brands, marks/identities appearing in many and varied iterations!