Brand architecture & BEHAVIOUR

Brand architecture and behaviour “Culture eats strategy for lunch!”

Brand architecture and

Brand behaviour

-  Brands behave like people: they want to be different.

-  Brands have a natural tendency to create their own meaning and direction

-  Each brand has its own unique personality and offering

-  The more brands in brand architecture, the more complex

-  Simplicity requires less of everything

Brand design (new brands) process

• Set objectives • Align goals • Catalogue biases

• Value Offering • Market Research • Business

Strategy • Brand strategy

• Brand positioning • Brainstorm • Symbols, • typography,

colours • Creative

Interpretation

• Research • Executive

presentation

• CI Guidelines • Branding inside

out • Roll-out

• Brand evaluations

• Policing of CI application

Transforming brands

Measure  

Develop to be Brand Strategy

- Brand Positioning - USP’s/Differentiators - Core Brand Strategy - Communications Strategy - Articulate vision - Brand Design - Brand Blueprint - Corporate Identity

Guidelines - Develop value propositions

for key segments targeted

Implementation

- Alignment Vision & Values Objectives Marketing Plans KPA’s

Current Brand Strategy

- Positioning - Architecture - Communications

Review Brand Blueprint

- Segmenting & Targeting

- Strengths & Weaknesses

- Situational Analysis

Review Brand Relevance & Resonance

- Value proposition per segment

- Opportunities & Threats

- Emotive Triggers - USPs &

differentiators of positioning

Assess Gap & Decision

- Evolve - Recreate

Evaluate  Fine-­‐Tune  

BRANDING  INSIDE  OUT  

Par<cipate  

Involvement  

Alignment  Alignment  

Alignment  

Objec<ves  KPAs  Evalua<on  

Inform   Alignment  

process