Brand Architecture -Thinking differently

S A N D E E P D A S

brand

"If brands aremanaged differentlythese days, brand

architecturestrategies need to

reflect that"

Much more frequent change ofownershipMore owners in a brand's lifecycleConsolidation is a significantglobal forceShort-termism inbrand management strategiesBrands are not being built andgrown by consistent set ofprinciplesEmergence of "value / purpose-driven marketing","sustainability" and "ethics" asnew differentiating platformsLack of growth opportunitiesand increasing complexity

Significant shifts in global strategy

House ofBrands

BrandedHouse

House ofBrands

BrandedHouse

KEY EMERGING BRAND PORTFOLIOTRENDS IN M&As:

- Assimilation of brands withinexisting brand architectureframeworks is becomingchallenging

- The risk of tinkering withestablished brand positioning andequity is much higher than before

- Brands are exposed to morearchitecture frameworks, differingbrand management perspectivesand more diverse brand buildingstrategies

Introducing fresh thinking

SHUNNING THEPORTFOLIO MANAGEMENTAPPROACH

Brand architectureguides brand portfoliomanagement. So whatwill happen iforganisations stopmanaging brands aspart of 'portfolios', butmanage them asindividual entities?

FLIPPING THE AXES

Manage brands througha platform strategy andnot throughmasterbrandendorsementstrategies. Managementthrough consistentpositioning unlockslong-term growth

TAKING SOMEINSPIRATION

Approach brandassimilation andportfolio optimisationexercise from a positiveviewpoint (and notthreats ofcannibalisation andfragmentation). Takesome inspiration fromtechnology

LINK TO THE FULLARTICLE:

https://www.linkedin.com/pulse/lets-build-new-house-shall-we-sandeep-das

SANDEEP DASIndependent StrategyConsultant

e: contact@sandeepdas.com: +44 750 3935 142w: www.sandeepdas.coIN: https://uk.linkedin.com/in/sandeepdas1