An analysis of Barkley’s 2022 Whole Brand Project imparts key principles that differentiate the likes of Coke and Nike from more fragmented brands that generally see their brand as an outward-facing expression of the company driven by the marketing department.

Why it matters

Traditional marketing strategies leave brands fragmented and volatile, but with the Whole Brand model, brands have a blueprint for achieving consistent, long-term growth.

Takeaways

• Marketing is ever-changing, with more variables than constants. However, whole brands experience less volatility across product, workforce, experience, design system and communications.
• Brands that use traditional marketing strategies fall into the trap of...