Monthly archives: September, 2015

4 Factors In Making Brand Architecture Decisions

The brand architecture spectrum has been well documented and has proven to be a powerful way to describe and map the brand architecture universe. Do a Google image search of brand architecture spectrum and you will find many variations on a theme (like this one). These renditions show the progression of brand architecture options from…




6 Ways To Link Brand, Reputation And Products

Marketers talk a lot about the increasing personalization that consumers are looking for in their interactions with brands. At the same time though, we know consumers seek endorsement from others on the good brands to be associated with and those that should be avoided. Interesting dichotomy. If you’re a brand manager, where do you invest…




Growing A Brand Beyond Its Defining Characteristic

Twitter was built on 140 characters. Even though the limitation was serendipitous, it remains a defining characteristic of the brand in the minds of many. Concise thinking, hash-tagged to provide simple, global connection – there’s the Twitter value equation in a little under half the consigned quota. But the question Carl Miller asks is a…




Brand Guide To Mergers And Acquisitions

From a brand perspective this guide is intended to help you think through the key decisions that will drive the outcomes of your merger or acquisition. Branding issues are myriad for mergers & acquisitions. First there is the question of why the merger or acquisition is even being considered. What is the purpose of the…