From the editor: Brand building

In his editorial, Colin Grimshaw introduces the February 2011 edition of Admap on the theme of brand architecture.

From the editor: Brand building

Colin Grimshaw Warc

The trends toward globalisation of brands, their ownership, consolidation, and merger and acquisition combine to present taxing challenges for brand strategists. Putting your brand house in order with the most appropriate brand architecture is crucial.

Get it right and not only is the value of your brand portfolio enhanced, but so can the worth of individual brands, through what is known as the ‘halo effect’ – where a master brand's Stardust carries over to sub-brands and where the success of one sub-brand assists another. An obvious example is Apple, with...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands