11 slides brand architecture m2m_ralph_sherman_2013
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Basic Brand Architecture approach from Madison2Main consultancy.
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11 slides brand architecture m2m_ralph_sherman_2013
- 2. Purpose • Business operations, not just Marketing, need a simple, consistent, common language and picture of the brand to implement effective strategy • Media fragmentation, the emergence of social media platforms and new device technology demands even more thoughtful—and flexible, brand architecture • Brand architecture provides a guide for deciding what to do, and what not to do to achieve goals ©madison2main,2011,allrights reserved 2
- 3. Brand Disrupters & Catalysts • Competition • Innovation • Technology • New Channels • Economic s • Social/Culture Changes ©madison2main,2011,allrights reserved 3
- 4. Discovering Your Brand • Brands in some hierarchy/scheme (Positioning) • Brands viewed in value streams (Competitive Advantage) • Brands competing in-house/out-of house (Organizational Resources) • Brands with public vs private ownership (Profitability vs Growth) • Brands viewed on-line/off-line (Channels & Partners) • Brands as defined by others (Legacy & Management) ©madison2main,2011,allrights reserved 4
- 5. Key Architectural Inputs • Core competency and values • Authentic customer satisfaction measures • Competitive benchmarks • Loyalty measures • Migration options and paths • Channel control & influence • Geography • Messaging array and platform utilization • Social capacity ©madison2main,2011,allrights reserved 5
- 6. Guiding Principles • Always align with business strategy • Reflect actual customer experience • Acknowledge all stakeholders in brand • Look to create and attribute value • Make it measurable • Test with customers and prospects • Test messaging options before you launch • Keep it simple ©madison2main,2011,allrights reserved 6
- 7. Brand Spectrum ©madison2main,2011,allrights reserved 7 Basic Architecture Options Diversified Hybrid Unitary
- 10. Value • Grow revenue, margins, profit, market cap • Command price premiums/margin • Decrease cost of entry to new markets • Reduce risk • Attract talent • Lead company culture • Inform operations strategy ©madison2main,2011,allrights reserved 10 Proper Brand Architecture Can: