THE DARK UNDERBELLY OF BRANDING
Like poisonous mushrooms growing in the dark, there is nothing more toxic to brand equity than irrational brand architecture. How are product brands connected to the corporate brand? What name styles are employed across product lines? Are there any visual connections among the brands? Often left unchecked, brand architecture can provide a greater barrier to success than your competitors’ messaging, diluting every single action taken to promote the brand. It’s hard enough to break through the clutter. It’s even harder when the competition is yourself.
