Brand architecture in the digital age
This article is part of a series of articles on brand architecture in the digital age. Read more.
The concept of brand architecture was developed to bring clarity to an organisation’s activities: to help customers navigate the offer and find what’s right for them as well as providing a blueprint for the organisation to structure its people, processes and investments around.
This article explores how organisations can optimise their brand architecture in a way that focuses on putting the customer first.
Definitions
The most commonly applied brand architecture strategies were developed by...