Umbrella Brands And Subbrands
Microsoft got it right, WordPerfect got it wrong. So how does umbrella branding and subbranding work, and what are the pitfalls?
Imagine for a moment that you make baked beans. It is what you have always wanted to do. Baked beans are your passion. So much so, that when you are deciding what to call your company, you quickly dismiss all alternatives in favour of 'The Baked B