We’re back. And talking about how products & services support the brands they serve, and, where research fits into the brand hierarchy (and architecture) equation.
Three things matter when you’re talking about Brand Hierarchy in a “Branded House”:
Does this strengthen the Branded House? Does it add to capabilities and services?
Does this compete with other products or services within the Branded House? Is there overlap?
How — and where — does it fit into (YES, here we go!) the Brand Strategy Support section?
And three things matter when you’re talking about a “House of Brands”:
HOW does the product or service contribute to the value of the House of Brands? Is it a strong saleable asset on its own? Is it worth investing in a “someday” spin off?
Does this compete with other products or services within the House of Brands? Can it increase competitive advantage? Does it create a lock on a different part of the marketshare? Or does it cannibalize?
Why does it make sense within the portfolio of brands for this brand to sit within this Branded House? Can it leverage back office? Does it create a suite of expertise? What does it strengthen as an asset within the portfolio? Or does it drain or distract?
Business visionaries, small and large, have lots of ideas. Things form, evolve, develop, grow, and get refined. Where and how they live within your brand, architecture, and ownership has a lot to do with what you can do with them in the future. A few more thoughts to pile on top of the questions above, to ask yourself as you are growing value.
Are you looking to:
Sell something?
Amass market share?
Increase value (i.e. position and promise)?
It’s important to think about. Because a once-weekly podcast can turn into a highly valuable channel, and a major investment can redirect critical focus and energy away from prosperity - or amplify it.
We’ll leave you with these thoughts for now.
Next time we’re back with a deep dive on what happens once the strategic groundwork is laid for a product or service: talking about it. Outloud, everyday, all day long.
When the pitch BECOMES part of the strategy.
Until then,
The Jayniacs.
No posts
Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.