Brand architecture for business growth

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

Brand architecture in the digital age

This article is part of a series of articles on brand architecture in the digital age. Read more.

Brand architecture can be a theoretical and over-intellectual process. Debates about naming, visual identity and brand hierarchy often take place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where a company tries to build more brands or sub-brands than they can realistically support, fragmenting both financial and human resources.

But it doesn't have to be like this. Done well, brand architecture can be a valuable tool to help...

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