Advanced Brand Support

In addition to brand promise development, we often provide help with brand architecture, portfolio strategy, brand beliefs and brand stretch.

Brand architecture looks at the relationship between components of the brand, including sub-brands and endorsed brands. We find that product names are often treated as sub-brands, adding unnecessary cost of trademark support, unnecessary levels of communication and unnecessarily sprinkling marketing expenses over different elements. We will work with you to determine if all sub-brands are serving a purpose, or if some are only providing an unneeded level of communication.

Portfolio strategy.  Sometimes there are multiple brands in a portfolio. A portfolio strategy needs to be set to outline when each brand is to be used and how it contributes to the whole. In a “house of brands” structure, each brand needs differentiation in target segment, channel and key benefits. If the brands are not differentiated, they will cannibalize each other.

Brand stretch.  Customers give you permission to expand your brand. But brand stretch is not infinite. Sometimes, the connection between a brand and a new product will not help that product. And sometimes, using the brand with a new product is harmful to the brand. We can help you establish the “rules of the road” when it comes to how to use the brand with new products or services.

Brand beliefs.  Much as a company has a mission statement and core values, a brand may have a set of brand beliefs. These beliefs may differ from the promise it offers its customers. They may be a reflection of the brand’s personality. But the brand beliefs are important in providing dimension to a brand, establishing sponsorships, cause marketing programs and even line extensions.