Brand architecture

The importance of branding for B2B businesses

The importance of branding for B2B businesses In the past, branding was considered extremely important for B2C businesses, but largely…

Decoding marketing and brand jargon

All industries overflow with jargon. The legal industry. Professional services. Construction. Government. Science and research. Jargon provides a useful and…

The Alphabet of Google's new identity

Alphabet has taken over Google - but does this new structure mean people will stop 'googling' and start 'alphabetting?' Paul…

Outside in and inside out strategy

Where does your business sit on the continuum? Are you utilising an Inside Out or an Outside In strategy? Outside…

ASX new brand architecture

The Australian Securities Exchange Ltd (ASX) has reconfigured the brand architecture between its holding company and subsidiaries. On Monday the…

Brand architecture models - branded house and house of brands

Brand architecture is the way we organise, manage and go to market with brands. Think of it as the external…

Separation and connectedness in brand architecture strategy

Many companies maintain a portfolio of brands, with sub-brand sitting underneath or alongside a parent brand. Consider: Apple and iPad,…

CSR rebrands as Sucrogen

As part of an effort to create distinct brand identities between its sugar/ renewable energy and building operations, CSR's sugar…

Telstra e-Business services

Telstra eBusiness Services is the insurance industry's leading provider of integrated e-business solutions. Their e-business products provide a vertical platform…

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