Posts by Ed Illig

The endorser brand model is identified by several key characteristics. First and foremost, the parent company’s name is well-known and guarantees quality. That said, each product carries its own name coupled with a single positioning.

To make a finer point, each new product is a new brand with a unique stand-alone look and identity yet works in concert with the other brands. Most importantly, each brand has an inextricable tie back to the parent company name that, unlike the house of brands model, is largely front and center in the consumer’s mind.

Unlike the branded house model (where all sub-brands are intrinsically connected to the parent or core brand’s positioning), the house of brands model is characterized by a core brand that is largely hidden in terms of consumer-facing. Another key characteristic of the house of brands model is that each product aligns with a single positioning—each new product being, therefore, a new stand-alone brand.

Welcome to the second post in our series on brand architecture models. This article will explore the first of several foundational models: the branded house (or core brand).

Get answers to what it is and why it matters. Future articles will delve into everything you need to know about other models:

House of brand

Endorser brand

Source and hybrid brands

Did you miss our introduction to this series? Check it out by visiting “Brand Architecture Models: An Introduction, Thoughts, and Perspectives.”

Welcome to the first post in our series about brand architecture models. This article explains what they are and why they matter. In addition, it includes constructs and visuals to help you establish a proper brand hierarchy that aligns with business objectives and informs future extensions of your brand.

Buzzwords are not unlike eating too many carbs, they vibrate for a moment but offer little substance over time. That truth applies to all communications and marketing, particularly when it comes to healthcare marketing buzzwords. Like other highly-regulated industries looking to reach general consumer populations, healthcare marketing requires clarity and simplicity. Buzzwords can feel hip, current, […]