An ingredient brand is a brand presented as a component, feature, or element of another brand or branded offering.
Taking a look at the analytics and stats for 2019, I’ve compiled some lists of “top content”—i.e., most viewed or listened to—from 2019. In other words, this list excludes any blog posts or podcast episodes from 2018, even if they received more clicks or plays than their 2019 counterparts. Using raw page views and downloads […]
You probably saw the news: On November 4, 2019, Facebook announced its “new company brand,” which it created in efforts “to be clearer about the products that come from Facebook.” This decision has corporate brand strategy implications, as well as brand architecture and design implications. Reactions to the move have been mixed, and it’s difficult […]
We’re just weeks away from the official beginning of Atlantic storm season. Along with tropical storms and hurricanes, we can expect a handful of the perennial articles about how storms are named. You probably already know the basics: Hurricanes are named with alternating male and female names, organized alphabetically and starting over each calendar year. […]
For the last year, I’ve been teaching a Brand Strategy Workshop at General Assembly. The three-hour class covers basic definitions and a range of brand-related topics like market research, brand positioning, and naming. Given the time constraint, I can only dedicate about five slides to brand architecture—barely enough to cover the basics of what’s arguably the most complex […]
Brand architecture is how a set of brands relate to one another.