What is the best brand architecture path in view of the accelerated growth of new segments within the company?

As much as there are great base models of brand architecture (e.g. Branded House, Sub-Brands, House of Brands), in practice, the decisions to be taken tend to go through layers and variables that are more complex than the theory can encompass. Each business has its own ambitions, pace of growth and, above all, focus on different audiences, requiring a more in-depth analysis to ensure the best decisions on the paths to be taken are made.

In this project, we helped a fast-growing company make important brand architecture decisions for a new segment. First, we did an immersion with different leaders within the company to understand the visions, objectives and challenges they were facing. Internal context understood, we carried out extensive market research to investigate the movements of the main national and international players in the category and raise reflections that would help build proprietary routes for the brand.

After diving into the market, we created discussion groups with different profiles of people the company would like to connect with. Within those profiles, we gained an understanding of the relationship they establish with the segment, what were the main demands of each profile (interests, references and fears) and what were the pros and cons of each possible brand architecture path.

This whole journey allowed us to arrive at recommendations on what would be the best route to follow given the brand’s moment and the company’s business objectives, along with communication guidelines and usability guidelines.