Everyone loves an awesome keyboard command

Have you ever been working in Adobe InDesign, under an extremely tight deadline, when you need to have a measurement in inches, not picas? Who, at that point, wants to navigate through the application preferences trying to remember where that setting is…is it under Units & Increments…yes? Read more of this post

Google Instant: At the speed of thought

This just in: Google Instant is a new search enhancement that cascades suggested search results as you type. This is key…we think faster than we type. Who doesn’t want to shave off precious time while performing online research? Especially in today’s rush-and-push world, this new addition to Goggle’s search engine will become a necessity.

What is brand architecture?

Fedex logo and Proctor and gamble logoBrand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a com pany’s portfolio are related to and differentiated from, one another. The architecture should define the different levels of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. In short, a well-defined brand architecture sets the stage  for an orchestrated sales and marketing effort for an organization’s products or services.

Typically in our branding engagements at BD&E we can categorize brand structure or architecture to fall into one of these options: Monolithic Brand Architecture  vs.  Product Brand Architecture or Strategic. A monolithic brand is an overarching brand used across multiple related products. Fedex is a perfect example of this type of architecture. It contrasts with individual product branding where each product in a portfolio is given a unique brand name and identity. Proctor and Gamble embodies individual product brand architecture.  There are often economies of scale associated with monolithic branding since multiple products can be efficiently promoted with a single advertisement or campaign. Monolithic branding facilitates new product introductions by leveraging existing brand equity or a “halo effect” which can elevate new product acceptance in the market. Monolithic branding does impose on the brand owner a greater burden to maintain consistent quality. If the quality of one product in the brand family is compromised, it could impact the reputation of all the others. For this reason, monolithic branding is generally limited to product lines that consist of products with similar quality.

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