A Struggle To Evolve
Google’s hardware products division raises a lot of questions when it comes to brand architecture and naming conventions. In late 2019, I wrote an article on why I think Google struggles with hardware. In doing so, I lightly touched upon its brand portfolio architecture which I believed did more harm than good. After all, portfolio architectures are not restricted to internal consumption.… Continue reading →
An Italian Job
To understand Moleskine’s brand extensions, one needs to go back to its origin. In the late 1990’s Modo & Modo, a small Milanese publisher brought back the original notebook under the Moleskine brand. The notebook was inspired by the legends of yesteryears, artists and thinkers like Vincent Van Gogh and Pablo Picasso.
It wasn’t the most apt of times to launch a project like this given the dawn of the digital revolution and the fact that the industry was already well stocked with cheaper alternatives.… Continue reading →
A brand awareness study is a powerful tool that measures how familiar the target audience is with your brand relative to competition. When we measure brand awareness, we’re attempting to gauge how strong the relevance of our product is to a particular category. We can also use these research studies to evaluate how well marketing efforts, particularly advertising, have performed.… Continue reading →
In a previous article I wrote, “Common Branding Mistakes“, I highlighted some pretty eliminatory mistakes that companies make with their branding. However some mistakes turn out to be blunders. Going through some of them, I thought it would be worth discussing, at least in my opinion, the top 5 branding blunders of 2018.
What surprises me about these blunders, is not the fact that they came from globally renowned brands, but that the creatives were conceptualized and approved without anyone noticing very obvious land mines.… Continue reading →
In a world more accustomed to seeing brands positioned as symbols of self-expression or statements of accomplishment, ethical branding hasn’t been one of the most prominent tools used by marketers. Often associated with corporate social responsibility or philanthropy, ethical branding has the potential to be so much more.
Being ‘ethical’ relates to your ‘moral compass’. It describes certain actions as being either morally right or wrong with regard to established codes of conduct set by society.… Continue reading →
What Is Brand Portfolio Architecture?
Brand portfolio architecture depicts how member brands co-exist, each playing a defined role, having its own goals and operating within a prescribed scope. Brand portfolio architecture creates clarity and offers strategic decision-making with regard to how brands are managed, individually and collectively.
Without a formal framework for how those brands place in the portfolio, confusion would prevail.… Continue reading →