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6 in 60 // six insights in sixty seconds: BRAND ARCHITECTURE

1. More than “houses”

  • David Aaker’s famous edict of "House of Brands" vs. "Branded House" is a neat way of summarizing the two main types of architectures, but it’s only the tip of the iceberg.

2. The family tree

A brand architecture is a logical, strategic and relational framework for your products/services and offerings – it’s a bit like a “family tree” of brands, sub-brands and all named offerings.

3. Organization & structure

  • Brand architecture organizes and structures a brand portfolio by specifying brand roles and the nature of relationships between all brands, sub-brands, products, services and offerings.

4. Leagues & levels

A well thought out architecture should define the different leagues and levels of branding within an organization including how the corporate brand and sub-brands relate to and support each other; and how sub-brands reflect or reinforce the core positioning of the corporate brand to which they belong.

5. Outside in, not inside out

  • Architecture is about organizing how your business and offerings go to market in the most relevant, customer-centric and value-driven way. Architecture is not an organizational chart or a reflection of how your business is functionally organized by teams or groups.

6. A platform for name/naming optimization

  • Once a strong, clear brand architecture is established, a ‘top down’ framework is created to think more strategically and holistically about how brand/product/service names are deployed. Architecture guides where/how future products should fit, and what type of name should be considered and whether names should be linked to another or stand-alone.
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