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3 Tips for Leveraging How Brands Grow To Reinvent Your Marketing Strategies
The book How Brands Grow was released in 2010 by author Byron Sharp, the director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. Since then, it’s gained...
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3 Direct Connections Between Great Brand Architecture and Innovation Strategy
We’ve been thinking a lot lately about the connection between great Brand Architecture and Innovation. These two work-streams may feel unrelated. Too often, we see teams approach Architecture by...
View Article6 Marks of Actionable Brand Architectures
What is Brand Architecture? Let’s first say what it is not. It is not simply a packaging exercise. It’s not just a clustering of brands or sub-lines. Great Brand Architecture isn’t a retroactive...
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5 Signs You Need a New Brand Architecture
At the heart of it, Brand Architecture is a strategic, clearly documented organization of the brand’s current and future portfolio of offerings with the intent of driving clear, simple choices for the...
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What Corporate Line-Extenders Can Learn from Evernote
We recently ran across a write up of Evernote’s “5% problem”. This tale of an entrepreneurial venture is a nice analog for existing brands from established companies. Evernote is a prime example of a...
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