Brand Architecture

Brand Thinking

Trends & Innovation, Brand Guardianship

How brands can make their ESG meaningful

ESG is making a bigger impact on brands than ever before. But the challenge is that many of them just can’t leverage their ESG credentials in a credible way. I wanted to take a look at why and what can be done about it.

Brand Architecture, 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

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

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

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 Strategy, Brand Architecture

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...