Comments on: The Brand Architecture Dilemma http://www.jplcreative.com/blog/index.php/2010/06/21/the-brand-architecture-dilemma/ Blog - Strategic Communications & Digital Marketing Mon, 23 Jan 2012 17:14:17 +0000 hourly 1 By: Michael Deiner http://www.jplcreative.com/blog/index.php/2010/06/21/the-brand-architecture-dilemma/comment-page-1/#comment-1185 Michael Deiner Fri, 25 Jun 2010 14:40:05 +0000 http://blog.jplcreative.com/?p=559#comment-1185 Rene, yes, it would be great to have the budget and resources (time included) Sony, Apple or Virgin have to enable best practice options. But as you indicated, this is not possible for many businesses. Thanks for your input and kind words. Rene, yes, it would be great to have the budget and resources (time included) Sony, Apple or Virgin have to enable best practice options. But as you indicated, this is not possible for many businesses. Thanks for your input and kind words.

]]> By: Rene Power http://www.jplcreative.com/blog/index.php/2010/06/21/the-brand-architecture-dilemma/comment-page-1/#comment-1159 Rene Power Thu, 24 Jun 2010 21:14:55 +0000 http://blog.jplcreative.com/?p=559#comment-1159 Interesting blog. Personally, I think taking the house of brands approach demands time, resource and budget investment to support them, which is not possible for most businesses with multiple product lines to do well. It is perhaps easier to build a single unifying brand and then over time extend. When you buy Sony, Apple or Virgin you know what you are buying into. Keep up the good work and ignore the detractors. Interesting blog. Personally, I think taking the house of brands approach demands time, resource and budget investment to support them, which is not possible for most businesses with multiple product lines to do well.

It is perhaps easier to build a single unifying brand and then over time extend. When you buy Sony, Apple or Virgin you know what you are buying into.

Keep up the good work and ignore the detractors.

]]> By: Michael Deiner http://www.jplcreative.com/blog/index.php/2010/06/21/the-brand-architecture-dilemma/comment-page-1/#comment-1158 Michael Deiner Thu, 24 Jun 2010 21:04:59 +0000 http://blog.jplcreative.com/?p=559#comment-1158 Harry, thanks for your feedback. I believe you and I are on the same page. I have been reading multiple blog posts and articles lately claiming one method over another. Making those blanket statements or decisions without researching the multiple variables can be very dangerous for any organization. While some general claims can be made on either method, a solid brand architecture requires research and a calculated strategy that directly aligns to your business objectives and core brand. Harry, thanks for your feedback. I believe you and I are on the same page. I have been reading multiple blog posts and articles lately claiming one method over another. Making those blanket statements or decisions without researching the multiple variables can be very dangerous for any organization. While some general claims can be made on either method, a solid brand architecture requires research and a calculated strategy that directly aligns to your business objectives and core brand.

]]> By: Harry Cornelius http://www.jplcreative.com/blog/index.php/2010/06/21/the-brand-architecture-dilemma/comment-page-1/#comment-1135 Harry Cornelius Wed, 23 Jun 2010 01:55:52 +0000 http://blog.jplcreative.com/?p=559#comment-1135 These kind of questions are so abstract that they don't make that much sense. While there are general tendencies (I hesitate to call them rules), it is always a matter of context as to what works best. There are so many different strategic and marketplace considerations that it is hard to draw general conclusions. To be sure, a branded house is more "efficient" there a many many areas when this isn;t the best strategy. . For example, when you want to sell a product line, not having a corporate brand stuck to it can make it easier. Or in beer marketing, having a craft brewer endorsed by its mega-corporate owner would turn off the target market. What one can do is map the different types of conditions where one model works better than another. This structural map would be of use... a general question is only thougth provoking These kind of questions are so abstract that they don’t make that much sense.

While there are general tendencies (I hesitate to call them rules), it is always a matter of context as to what works best. There are so many different strategic and marketplace considerations that it is hard to draw general conclusions. To be sure, a branded house is more “efficient” there a many many areas when this isn;t the best strategy. . For example, when you want to sell a product line, not having a corporate brand stuck to it can make it easier. Or in beer marketing, having a craft brewer endorsed by its mega-corporate owner would turn off the target market.

What one can do is map the different types of conditions where one model works better than another. This structural map would be of use… a general question is only thougth provoking

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