Brand architecture thinking differently
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Traditional brand architecture frameworks need a refresh. Brand architecture strategies need to be revamped from the point of view of how brands are managed these days. The 'Branded House' and 'House of Brands' architecture framework and the continuum between them need to be approached with a fresh perspective.
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Brand architecture thinking differently
- 1. Brand Architecture - Thinking differently S A N D E E P D A S
- 2. brand "If brands are managed differently these days, brand architecture strategies need to reflect that"
- 3. Much more frequent change of ownership More owners in a brand's life cycle Consolidation is a significant global force Short-termism in brand management strategies Brands are not being built and grown by consistent set of principles Emergence of "value / purpose- driven marketing", "sustainability" and "ethics" as new differentiating platforms Lack of growth opportunities and increasing complexity
- 4. Significant shifts in global strategy House of Brands Branded House House of Brands Branded House
- 5. KEY EMERGING BRAND PORTFOLIO TRENDS IN M&As: - Assimilation of brands within existing brand architecture frameworks is becoming challenging - The risk of tinkering with established brand positioning and equity is much higher than before - Brands are exposed to more architecture frameworks, differing brand management perspectives and more diverse brand building strategies
- 6. Introducing fresh thinking SHUNNING THE PORTFOLIO MANAGEMENT APPROACH Brand architecture guides brand portfolio management. So what will happen if organisations stop managing brands as part of 'portfolios', but manage them as individual entities? FLIPPING THE AXES Manage brands through a platform strategy and not through masterbrand endorsement strategies. Management through consistent positioning unlocks long-term growth TAKING SOME INSPIRATION Approach brand assimilation and portfolio optimisation exercise from a positive viewpoint (and not threats of cannibalisation and fragmentation). Take some inspiration from technology
- 7. LINK TO THE FULL ARTICLE: https://www.linkedin.co m/pulse/lets-build-new- house-shall-we- sandeep-das SANDEEP DAS Independent Strategy Consultant e: contact@sandeepdas.co m: +44 750 3935 142 w: www.sandeepdas.co IN: https://uk.linkedin.com/i n/sandeepdas1