The right brand architecture strategy equals clarity. It is an external expression of the corporate business strategy and the criteria to guide effective brand decision-making. When done right, it ...

Brand architecture is a complex topic in higher education and one that elicits passionate responses -- every constituent group has an opinion, and they’re usually not shy about sharing. The ...

You may be given the task of making an investment to get your company's brand architecture strategy right. However, brand architecture is a very broad term, and different companies have different ...

Discover what a master brand is, its advantages and disadvantages, and see real-world examples like Virgin and Coca-Cola. Learn how they shape brand strategy.

This content is produced by a publishing partner of Open Mic. Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com ...

A big marker of brand success is recognition. When customers can pick out any of your products or services and easily identify them as part of your brand, you know you’ve made a lasting impression. A ...

Creating a brand that people love and connect with is much like building a house. Just as a house's architecture determines its structure, style, and personality, brand architecture shapes the way ...

More business-to-business companies are using the power of branding to present products and services to customers. Many of these companies seek to extend their brand through acquisition or the ...

PLANO, Texas--(BUSINESS WIRE)--Tyler Technologies, Inc. (NYSE: TYL) announced today its new brand architecture, a broad company initiative that better organizes and names Tyler’s products and ...

The financial services group will now go to market under five core expertise sets: insurance, financial planning, investments, retirement and wealth. "This will make it easier for intermediaries and ...