Brand Resonance Scanning, April 09
View more presentations from Carol Phillips.
Brand architecture is one of the least sexy topics in branding, but one of the most important. Having too many or too few brands can cause marketing inefficiencies, customer confusion and waste valuable retail or web space. Brand extensions are often too easy to implement - got a new feature, give it a name! Left unsupported, these orphan brands collect like kudzu.
Over the past few months we have been helping several companies 'right size' their portfolios. Usually this means culling underperformers, but on one occasion it also meant finding some overlooked jewels, opportunities for fighter brands and new subbrands.
Optimizing the brand portfolio should begin with an outside in look at your business. How does the customer view your offering? What stands out? What is invisible? How do they see the competition?Brand resonance scanning is one way to get that critical customer perspective.
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