Whenever I talk with a marketer about brand architecture, one of the fundamental concepts always at play is brand elasticity. To marketers who are unfamiliar with the term, I share the following ...

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and ...

A refreshed visual identity and brand architecture make it easier for travel advisors and travelers to navigate ALGV’s ...

The Dubai-based brand launched at Level Shoes this week - following her debut at Paris Fashion Week this fall. "We're excited to start at Level because, as a brand based in Dubai, it's an honor to ...

Avery, Jill, and Chekitan S. Dev. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Teaching Note 520-112, May 2020. (Revised October ...