Brand Architecture is how businesses organize their offerings into brands for the customers. This article dives into examples from Coca-Cola and Honda.
Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.
Have you ever heard your colleague or a business pundit, like Jason Calacanis, use the term “table stakes” and wondered what they meant? I researched it, and have the answer for you. Table stakes highlight an essential concept in branding: meeting minimum customer expectations.
A vertical branding strategy pushes for objectively better products, while horizontal branding strategy is okay with being different. When I do brand strategy consulting, I… Read More »What is vertical branding? What is horizontal branding?