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.
Brand Development Posts
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
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.”
“A brand is what people say about you when you’re not in the room.” I love this quote from Amazon founder Jeff Bezos because it perfectly explains how brand reputation management is so much more than just setting up rules about the use of your company’s logo, color palette, or design system.
Your brand identity is shaped by every touchpoint. As you consider your upcoming marketing plans and your brand in the years ahead, here’s a question to consider:
What are you doing to ensure your marketing efforts enhance your brand reputation and make management easier?
Keep reading to learn more about brand reputation management, and check out some curated articles we recommend to spur your brand strategy thinking.
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.
The judges have spoken, and they have good news! The Indianapolis chapter of the American Advertising Federation (AAF) honored Orthoindy with the prestigious Judge’s Choice award for its back and neck pain commercial and internet promos. This video series was part of the award-winning marketing campaign that we helped them develop to promote spine surgery services.
The American Advertising Awards, or ADDYS, recognize and reward the creative spirit of excellence in the art of advertising.
This article takes a closer look at the strategies and tactics that helped OrthoIndy attract new patients and increase conversions. We’ll delve into the creative process behind the commercial that took home the ADDY for “excellence in the art of advertising” and share insights for creating a marketing campaign that gets results in a competitive landscape.
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