Brand Architecture is critical but often misunderstood. It’s not about how you organize yourselves internally. Brand architecture is how you offer up your products to customers.
We support you in rethinking how you take your products to market so that your offering is:
- Intuitive to customers
- Easy to buy
- Promotes cross-selling and up-selling
- Scalable and flexible
- Maximizes current and future sales
How do we do this? We:
- Understand how your customers think about the purchase
- Organize the offering in a way that brings benefit to them
- Analyze how the master brand and product brands contribute to customers’ decision to buy
- Determine the brand relationships that will create the most value
- Recommend the naming strategy that balances the need to distinguish products from each other while reaping the benefits of offering them as a whole
- Identify the architecture that will work best for the long-term and the transition steps that need to be put in place to get from the present to the future
