Brand Architecture & Naming Insight
Brand Thinking
Brand Architecture & Naming
The Practical Side of Brand Architecture: What Theory Doesn't Tell You
A recent uptick of enquires around specialist brand architecture projects has prompted me to reflect of the complexities these businesses face and how theoretical understanding impacts practical application.
Brand Insight, Brand Architecture & Naming
Does Your Business Need a Sub Brand?
This is a recurring issue in the B2B work we do – and our answer to the question ‘should we create a new sub brand?’ is almost always ‘no’.
Brand Architecture & Naming
What to do when your sales team stop selling
Let's start by setting the scene with a couple of assumptions.
Brand Architecture & Naming, Brand Strategy
Why Brands Need a Serious Brand Strategy
When businesses decide on a growth strategy, there are several options open to them. Growth through acquisition is a commonly chosen path. Shopping lists are written and deals are done, often in quick succession – a demonstrable commitment to growth.
Good to know, Brand Architecture & Naming, Brand Definition, Foundations
How to Create a Brand
The purpose of our brand consultancy work is to build the perceived value of a business so that you can increase the margin of a product or increase market share — ideally both. But to start to create that perceived value, you must understand your brand.
Brand Architecture & Naming, Brand Definition, Brand Guardianship
The Most Important Aspect of Modern Branding? Discipline
The world of branding is notorious for making changes to brands all the time. It's as if we need to keep changing to attract attention, when in actual fact, it's the opposite that's true. The more brands stay the same, the more recognisable they become.
Brand Architecture & Naming, Brand Guardianship
How to Tell if Your Brand is Leaking Value
I like the term ‘leaking value’ when it’s attached to brand. For me, it perfectly encapsulates the idea of what happens to organisations when they have a brand problem that’s hidden from view.
Brand Architecture & Naming
How many products does a brand need?
There’s not necessarily a right or wrong answer here. But in my opinion, the fewer, the better
Brand Strategy, Brand Architecture & Naming
Time to Review Your Brand Architecture
Brand architecture challenges are the branding equivalent of pulled muscles. They cause pain and frustration, but they don’t create enough of a problem to take you entirely offline to focus on the fix.
Brand Strategy, Brand Architecture & Naming
Brand Architecture - Don’t forget the due diligence
When businesses merge or acquire other businesses, they don’t spend enough time thinking about what to do with the brands, products and portfolios. This is our experience anyway.
Brand Architecture & Naming, Brand Naming
Five Tips for your next Naming Project
TalkTalk have launched FibreNation – a company to help build a new broadband network for Britain. And we worked with them to name and brand the new organisation.
Brand Strategy, Brand Architecture & Naming
Defining your Brand Architecture
The new sub brand launch is due next quarter and you’ve run out of names, colours and icons. If only there was a simpler way...