So the proliferation continues. Every new product gets a new name, weak brands continue to soak up marketing dollars at the expense of stronger brands and the corporate brand, unloved and uncertain of its role, is marginalized and weakened.
Microsoft called it “The hidden cost of brand diffusion”. How does a company get to grips with this kind of debilitating and expensive complexity?
BrandingBusiness employs a rigorous Brand Architecture evaluation process that weighs, assesses and filters complex brand portfolios against the needs of the market and how customers prefer to buy. We ask key questions: is it a brand or a product name; is it strong or weak; is it strategically important to the future of the business?
For key legacy brands that have external visibility and internal support we develop transitional strategies within an over-arching Brand Architecture that is constructed on the strategic direction of the business as a whole, and not internal product siloes and business units.
What a business gets from BrandingBusiness is not just visual and verbal logic, although that is important at the right point, but the most effective and powerful way it can go-to-market with its brands, products and services.