Brand Architecture madison2main.com Ralph Sherman © madison2main, 2013, all rights reserved 1.

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Presentation transcript:

Brand Architecture madison2main.com Ralph Sherman © madison2main, 2013, all rights reserved 1

Purpose Business operations, not just Marketing, need a simple, consistent, common language and picture of the brand to implement effective strategy Media fragmentation, the emergence of social media platforms and new device technology demands even more thoughtful—and flexible, brand architecture Brand architecture provides a guide for deciding what to do, and what not to do to achieve goals © madison2main, 2011, all rights reserved 2

Brand Disrupters & Catalysts Competition Innovation Technology New Channels Economic s Social/Culture Changes © madison2main, 2011, all rights reserved 3

Discovering Your Brand Brands in some hierarchy/scheme (Positioning) Brands viewed in value streams (Competitive Advantage) Brands competing in-house/out-of house (Organizational Resources) Brands with public vs private ownership (Profitability vs Growth) Brands viewed on-line/off-line (Channels & Partners) Brands as defined by others (Legacy & Management) © madison2main, 2011, all rights reserved 4

Key Architectural Inputs Core competency and values Authentic customer satisfaction measures Competitive benchmarks Loyalty measures Migration options and paths Channel control & influence Geography Messaging array and platform utilization Social capacity © madison2main, 2011, all rights reserved 5

Guiding Principles Always align with business strategy Reflect actual customer experience Acknowledge all stakeholders in brand Look to create and attribute value Make it measurable Test with customers and prospects Test messaging options before you launch Keep it simple © madison2main, 2011, all rights reserved 6

Brand Spectrum © madison2main, 2011, all rights reserved 7 Basic Architecture Options Diversified HybridUnitary

Foundation © madison2main, 2011, all rights reserved 8 DIFFERENTIATE Competency Quality Price Options Experience Execution

Process © madison2main, 2011, all rights reserved 9 Discovery Options/Rationale Alignment Messaging

Value Grow revenue, margins, profit, market cap Command price premiums/margin Decrease cost of entry to new markets Reduce risk Attract talent Lead company culture Inform operations strategy © madison2main, 2011, all rights reserved 10 Proper Brand Architecture Can:

© madison2main, 2011, all rights reserved 11 Ralph Sherman Principal Consultant Madison2Main