Brand architecture in the digital age
This article is part of a series of articles on brand architecture in the digital age. Read more.
Green-lighting the launch of a sub-brand, variant or extension to a new category is an exciting time for any brand manager. One important decision concerns the new launches’ brand identity – how to balance the existing identity of its parent brand, with creating the new launches’ own visual space. Creation of an identity that is too far from the parent brand risks under-leveraging existing parent assets. However an identity that is too close to...