Best Practices: Building Brand Dynasties

How to build lasting brands and brand `families'- a discussion and a framework for thinking about `brand architecture' that will meet all the goals of the organisation, and how to achieve it.

Building Brand Dynasties Family Trees That Will Last

Andrew Bennie

It is obviously better to have fewer, clearly defined strong brands than a proliferation of competing brands because it is less expensive to take to market, less complex to manage and less confusing for employees and customers.

Nevertheless, many organisations branding strategies are inefficient, ineffective and unnecessarily complicated. Part of the problem of an under performing portfolio is often an overproliferation of branded products or services which have grown up over time and whose purpose has become confused or unclear.

Multiple factors can contribute to such a situation, for...

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