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.
Better brand architecture for b2b companies
Select your framework well—good architecture can grow sales and brand equity, but bad architecture often leads to confusion and lost opportunity.
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DIY Brand Architecture
A three-step guide to sorting out brand architecture, created for B2B leaders who need help assessing and evolving their strategy.
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Brand strategy consulting services
Bluegreen can help figure out your tangled architecture, and other brand strategy conundrums.
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