Brand Architecture

Validating and communicating a masterbrand strategy

A global fintech company had a tangled product portfolio after years of acquisitions. Their brand director felt a masterbrand strategy could make offerings easier to manage and sell. At the same time, she knew such an overhaul could be a massive and expensive undertaking. As a result, she needed to quantify the move and earn buy-in.

Project highlights:

Brand architecture research and analysis
Framing the justification to shift to a masterbrand strategy
Developed presentation to help with internal sell-through
Wrote the rules in updated brand guidelines

Research to assess risks and benefits

We began by reviewing market research on the relationship between brand architecture and brand equity. This involved collecting case studies on B2B architecture transformations, and assessing how key competitors organize their own offerings. We also considered the costs of not changing like missed opportunities for cross-selling, cumbersome brand management,  and marketing redundancies.

Building a successful business case

With a bank of data and case studies in hand, we developed an evidence-based deck that made the case for leadership. It succeeded, clearing the way for a shift to a masterbrand strategy. Next, we worked with internal teams to update rules for writing and design, and revised extensive brand guidelines to help content creators communicate the new brand architecture.

Love your brand

©2024 Bluegreen Branding, Inc

Bluegreen provides brand strategy consulting for ambitious B2B brand marketing leaders, specializing in tech and finance. Together with our network of expert partners, we’re engaged for branding, rebranding, brand identity and naming, brand messaging and communications strategy, corporate narratives and writing, logo design, marketing plans and launch campaigns, sales tools and training, digital strategy and website design, creative ideation and thought leadership.

As serial entrepreneurs and senior execs, we love building excitement around worthy brands and teaching people new things.

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