Brand Architecture in the Digital Age

October 2018

Welcome to the new Admap

October 2018: Brand Architecture

David Tiltman, WARC's Head of Content, introduces the theme of Admap October 2018: Brand Architecture in the Digital Age.

David talks about how old divisions are breaking down, as brands seek to streamline their offerings and digital-first brands are writing their own rules.

He also runs through the expert authors contributing to this issue, headed by Professor Kevin Lane Keller of Tuck School of Business.

Quick read

Brand architecture in the digital age

A quick PDF-based guide to brand architecture:

  • What it is and why it’s important
  • Three trends: ecosystems, streamlining, hybridization
  • Recommendations and pitfalls

Feature articles

Mastering brand architecture in a hyper-competitive digital era

Author Prof. Kevin Lane Keller
Company Tuck School of Business at Dartmouth College

Brand architecture: New solutions to old problems

Authors Dr. Erich Joachimsthaler and Agathe Blanchon-Ehrsam
Company Vivaldi

Strategies for successful brand launches

Author Jenni Romaniuk
Company Ehrenberg-Bass Institute for Marketing Science

Brand architecture for business growth

Author David Taylor
Company the brandgym

Brand architecture for the customer-first era

Author Anna Miley
Company The Foundation

The evolving approach to brand architecture in Asia

Author Jay Milliken
Company Prophet

Opinion: Parent, master, umbrella? Brand architecture explained

Author Lena Roland
Company WARC

Author Q&A

Dr. Erich Joachimsthaler, Vivaldi

The Founder & CEO of Vivaldi is one of the world’s leading authorities on brand strategy, brand architecture, innovation and marketing.

Over the last 19 years, Erich has led Vivaldi to help companies build strong brands, unlock innovation, and realize new growth opportunities in today’s era of digital disruption.

Jay Milliken, Prophet

Jay Milliken is a Senior Partner and Asia Regional Lead for Prophet based in the Hong Kong office.

Themes from previous months