Brand Architecture

THE BOARD DOESN’T CARE ABOUT YOUR BRAND ARCHITECTURE

It cares about concentration, risk, and return. In late February, WPP announced WPP Creative — a new umbrella structure folding Ogilvy, VML, AKQA and Burson into a […]

MESSY BRAND ARCHITECTURE IS A LEADERSHIP ISSUE

Why technically correct architecture systems often fail inside real organisations. The notion that brand architecture systems are neatly organised into categories like ‘Branded House’, ‘Subbranded’, ‘Endorsed Brands’ […]

Brand Architecture: It’s not a naming exercise. It’s a growth system.

Why the way your brands connect, signal, and scale determines whether your portfolio accelerates or collapses under its […]