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Managing Product Proliferation - Companies with successful brands often find themselves with an unruly
and disorganized proliferation of products and services. A natural response to a product's success in the market is to make it
in more flavors or versions, or offer customers more add-ons and plugins. Customer confusion sets in inevitably as
more and more products become available, and the original brand becomes diluted. The Brand Architecture Sequence helps you to
manage this proliferation intelligently.
Plotting the Garden - We see Brand Architecture as being like gardening: if you don't weed out the non-performing or unwanted plants, the healthy plants can't grow. During the Brand Architecture sequence, we diagram all of your existing products and their relationships to each other and to third-party products and services. This often produces a surprising amount of products under a single brand. We then make revisions and improvements to the existing map, and create a new map that shows where new products and services can grow, how the relate to each other, and what names or brands they might bear. Co-Branding and Product Development - The new map helps greatly in forming co-branding relationships, as it helps to assess the viability of potential partners. It also gives clear guidelines for future product development, and cuts marketing and development costs by leveraging the power of successful current brands without sacrificing their uniqueness.
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Applications
The Brand Architecture Sequence is appropriate for:
• Companies with multiple brands, products, or services • Brands with sub-brand relationships • Companies with current or planned co-branding relationships
Deliverables
Mapping Current Architecture
Current positioning, as evidenced by research, is examined and analyzed.
Revised Architecture
Brand Extension Map
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