Brand Strategy

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’ […]

Constituted by the past, not enslaved by it

Building the future without abandoning what matters. In "Amarelo, Azul e Branco", Rita Lee (1947–2023), the Brazilian rock goddess for six decades, penned one of the most […]

Walkers Welcome

What has a stock price got to do with brand? Everything. Bill Bowerman built Nike on one idea: if you have a body, you're an athlete. A […]

From Making to Meaning

Florestano Compagno

Europe’s Opportunity to turn Product Excellence into Brand-led Value. The way a geography creates its most distinctive value often defies its clichés. The US's edge lies in […]