What is Brand Architecture and Why It Matters

Posted by Carolyn Crafts on December 01, 2021

At its core, brand portfolio strategy determines the number of brands that a company's portfolio should contain. It explains how to deploy those brands within the business and in the market. A long-term approach to growth is provided by establishing each brand's strategic roles and including what it should contribute to the company.  

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How to Engage Employees in a Manner Consistent with Your Brand

Posted by Mitch Duckler on October 29, 2021

Did you know that highly engaged employees are 87% less likely to leave their companies?  A study of 64 organizations revealed [1]:

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Topics: employee brand engagement

How to Craft a Winning Brand Positioning Statement

Posted by Carolyn Crafts on October 15, 2021

In all likelihood, a lot of other companies out there do something similar to what you do and likely sell similar products or services. So, if you had just 15 seconds to tell a potential customer what your brand is all about, you would want to prepare a statement that truly captures the essence of how you want your brand to be perceived.

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