Today, Mashable reported that Google plans to retire its popular Picasa and Blogger brands and rename these services under the Google brand name. This move comes as a bit of a surprise given the popularity of the two existing brands, but brings up some interesting questions...
Strange as it may sound, I’ve come around to the view—the conviction—that brand strategy engagements (or branding engagements, generally) are not all that different from surrogate parenting arrangements. To put it perhaps less provocatively: they share certain ‘structural’ and emotional features of such arrangements and thus...
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There are all sorts of permutations within the framework of a Branded House and a House of Brands. This post explores the brand architecture and brand portfolios of B2B and B2C companies.
This post builds off the first post surrounding how to couple brands in a portfolio or architecture by taking a close look at Marriott and its many sub brands.
Much hand wringing takes place over the question of if or how to couple brands in a portfolio or architecture. Here are some key thoughts to consider...
The way in which brand architecture is almost universally presented—as an inverted ‘family tree’ hung with logos—can be misleading. And since this kind of representation can and does become the...
What's a sub-brand? An ingredient brand? And what are the advantages of co-branding? Let's take a look underneath the hood of some very well-known brands and their brand architecture.
Companies get complicated as they grow. Logos and brand names proliferate as new business divisions are created and new products and services added. With acquisitions there come even more products, more brands, more names.
There is a lot to a brand logo. Logos are complex things that remind me of nested boxes - having many compartments or messages that deliver incredible value to a brand.
