Let's talk branding A brand architecture masterclass with Felicia Rosenzweig
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May 5, 2024 Felicia Rosenzweig, an expert in brand architecture, discusses the importance of brand architecture in strengthening brand positioning. She focuses on Morningstar's brand architecture transformation, challenges in implementing brand architecture, and resources available for brand architecture. Learn how to align family brands with the master brand for enhanced recognition and value.
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Common Misconceptions
- Don't let organizational design, product architecture, or web architecture dictate your brand architecture.
- Brand architecture should be customer-led, informing other aspects like visual identity.
Brand Architecture Importance
- Brand architecture, a key part of brand strategy, is often misunderstood.
- It's about the roles and relationships of brands within a portfolio, not just logo design.
Morningstar Case Study
- Morningstar, known for mutual fund ratings, expanded its services but struggled to update its brand perception.
- A brand architecture solution involved creating family brands (e.g., Morningstar Indexes) under the master brand.