Blood, Sweat and Tiers: Building Optimal Brand Identity Architectures
Misc | (0)
by Rob WallaceJune 19, 2008
Brand extensions are more than twice as likely to succeed as new brands. With mega-brands like Crest extending to more than 80 SKUs in the United States alone and over 300 products worldwide, today’s brands are not just expanding—they are hyper-proliferating.
Brand identity architectures—and the design strategies that define them—are rarely planned to accommodate this hyperbolic explosion. In an effort to differentiate their various tiers, firms may use design strategies that overstep their needs. In the best cases, these ill-planned design architectures close the door on future brand growth. In the worst cases, over-extended design architectures actually ...
