Brand architecture thinking differently
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Transcript of Brand architecture thinking differently
Brand Architecture -Thinking differently
S A N D E E P D A S
brand
"If brands aremanaged differentlythese days, brand
architecturestrategies need to
reflect that"
Much more frequent change ofownershipMore owners in a brand's lifecycleConsolidation is a significantglobal forceShort-termism inbrand management strategiesBrands are not being built andgrown by consistent set ofprinciplesEmergence of "value / purpose-driven marketing","sustainability" and "ethics" asnew differentiating platformsLack of growth opportunitiesand increasing complexity
Significant shifts in global strategy
House ofBrands
BrandedHouse
House ofBrands
BrandedHouse
KEY EMERGING BRAND PORTFOLIOTRENDS IN M&As:
- Assimilation of brands withinexisting brand architectureframeworks is becomingchallenging
- The risk of tinkering withestablished brand positioning andequity is much higher than before
- Brands are exposed to morearchitecture frameworks, differingbrand management perspectivesand more diverse brand buildingstrategies
Introducing fresh thinking
SHUNNING THEPORTFOLIO MANAGEMENTAPPROACH
Brand architectureguides brand portfoliomanagement. So whatwill happen iforganisations stopmanaging brands aspart of 'portfolios', butmanage them asindividual entities?
FLIPPING THE AXES
Manage brands througha platform strategy andnot throughmasterbrandendorsementstrategies. Managementthrough consistentpositioning unlockslong-term growth
TAKING SOMEINSPIRATION
Approach brandassimilation andportfolio optimisationexercise from a positiveviewpoint (and notthreats ofcannibalisation andfragmentation). Takesome inspiration fromtechnology
LINK TO THE FULLARTICLE:
https://www.linkedin.com/pulse/lets-build-new-house-shall-we-sandeep-das
SANDEEP DASIndependent StrategyConsultant
e: [email protected]: +44 750 3935 142w: www.sandeepdas.coIN: https://uk.linkedin.com/in/sandeepdas1