It is never too early to consider how the brand architecture needs to support the business strategy. Here are the four types and why they are important.
All great companies have a clear idea of who they are, what they do differently, and why they do it. Then they do things that other companies don’t to dominate any market they enter.
Most executives feel the strength of their brand lies in marketing. But the truly great companies know that every function is responsible for delivering the brand promise to the customer.