11 slides brand architecture m2m_ralph_sherman_2013
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The document discusses brand architecture and provides guidance on developing an effective brand architecture strategy. It explains that brand architecture provides a common language and framework for business operations and marketing to implement strategy. It also notes that brand architecture must be flexible to adapt to media fragmentation, social media, and new technologies. The document outlines key inputs to consider for brand architecture including core competencies, customer satisfaction, competitors, channels, and messaging. It advocates designing architecture that aligns with business strategy, customer experience, stakeholders, and creates measurable value.
11 slides brand architecture m2m_ralph_sherman_2013
- 2. 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,allrights reserved 2
- 3. Brand Disrupters & Catalysts • Competition • Innovation • Technology • New Channels • Economic s • Social/Culture Changes ©madison2main,2011,allrights reserved 3
- 4. 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,allrights reserved 4
- 5. 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,allrights reserved 5
- 6. 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,allrights reserved 6
- 7. Brand Spectrum ©madison2main,2011,allrights reserved 7 Basic Architecture Options Diversified Hybrid Unitary
- 10. 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,allrights reserved 10 Proper Brand Architecture Can: