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Brand architecture

Lesson 15 of 20 in Brand strategy.

Brand Architecture | 10 Minutes On Brand by Focus Lab | Ep.6 · Focus on Brand

Lesson

Brand architecture has a module of its own later in the course, starting with "What brand architecture is, and what it decides". At the strategy stage you need one answer from it before anything else: which name this positioning is for. A positioning for the whole company and one for a single product line speak to different buyers, against different rivals.

In the rain, five people under one large torn umbrella all get wet on the left, while on the right five people under separate umbrellas stay dry except the one whose umbrella is torn. — One big shared umbrella costs less, but a single tear soaks everyone under it. Separate umbrellas cost more and keep a tear to one person, which is the trade in brand architecture.

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Question 1, locked
A brief for a new identity leaves open whether it is for the whole company or for one product line. What does the lesson say the result will be?
- An identity that can stretch to cover every later product
- An identity that suits the product line and not the company
- An identity that tries to serve both and suits neither
- An identity that works, as the choice can wait until launch
Question 2, locked
A young brand that sells one product plans to add a second next year. What does the lesson say the answer usually is for a brand like this?
- Put the company's name on the second product as well
- Give the second product a name of its own from the start
- Invent a new parent name to sit above both of the products
- Leave the second product unnamed until it starts to sell
Question 3, locked
A company that runs four brand names wants to bring them all under one. According to the lesson, where does most of the money go?
- Into a new identity design for the four brands to share
- Into research to choose which of the four names survives
- Into advertising that tells customers about the new name
- Into moving the signage, packaging, contracts and domains

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