Brand architecture in the digital age

This article is part of a series of articles on brand architecture in the digital age. Read more.

Brand architecture can be a theoretical and over-intellectual process. Debates about naming, visual identity and brand hierarchy often take place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where a company tries to build more brands or sub-brands than they can realistically support, fragmenting both financial and human resources.

But it doesn't have to be like this. Done well, brand architecture can be a valuable tool to help you grow your brand and business, with benefits for both the company and consumer. This article proposes a practical approach to brand architecture, based on recent client work and the research done for our series of eight branding books.

1. Focus on benefits: business and consumer