Professional Documents
Culture Documents
Brand Stack
This design fits centralized
organizations that market standardized offerings. It may also benefit companies
that market standardized offerings and are in the process of developing a
centralized branding approach.
Normal Approach
Brand Park
Companies that market standardized offerings, while operating a decentralized
branding approach find that a Brand Park design works best. This design is
capable of dealing with high levels of complexity such as when acquiring brands
that have an established reputation in the market.
Johnson & Johnson
Brand Tower
B2B firms that sell customized offerings, including professional services,
face unique challenges. What these firms sell defies discrete definition, and falls
along a continuum of possibilities that is often tailored to specific customer
requirements. An accounting firm, for example, may sell a discrete product such
as an audit; but even such a standard and commoditized product can vary dramatically
in complexity and time required so that it is essentially tailored to the
requirements of specific customers.
Cognizant
Brand Silos
The more customized a firms offering, the more difficult it becomes to
articulate the brand promise, and to make the benefits real to the customer. This
problem is further compounded when a firm markets a variety of unique and distinct
customized offerings to different customer segments, in a decentralized manner.
USG