Let’s get clarity on where the issues lie. We’ll spend time consulting with you and others within the organisation to fully understand the challenges the business is facing, and define what value’s being lost as a result. It’s important to make sure we’re getting to the root cause and not just treating the symptoms.

Before any changes are made, we must understand where the brand equity resides. Is it in the master brand, rather than the sub-brands or product brands? And if so, is the business set up to take full advantage? We’ll audit your structures and the relationships between products, services and the corporate entity to make a series of recommendations for reorganisation. (Which is always based around a commercial objective). Sometimes we’ll sense-check these suggestions with a group of customers to make sure they’ll survive contact with the real world.

The way organisations name new products and services should complement the main brand and ensure equity is built in one place, rather than spilt across many.  For example, if we’re building equity in the master brand, then it’s likely we’ll demonstrate how a descriptive or alphanumeric naming convention will work best.  We’ll analyse the current convention and make recommendations for change, depending on the architecture structure adopted.

Timing

Allow 4 to 6 weeks in total.

Deliverable

We will provide a PDF document that walks you through our initial findings which clarifies the nature of the challenge, before outlining an optimal brand architecture and supporting naming convention.

Participation Requirements

Usually driven by a senior client lead with other contacts who can gather information / schedule interviews with stakeholders (if needed).

Location

This task can be completed remotely.

Cost

Starts at circa £20k ($30k).

> Explore more of our thinking and insights into brand architecture and naming.