Proper use of branding can make or break the launch of a new product or service, and similarly constrain or accelerate the growth of a mature product. Brands generally fail because: they become stale as customer needs or preferences change over time; they become clouded by haphazard product extensions; or their marketing fails to resonate with the targeted customer group.
Correctly defining your brand essence and supporting it with clear brand architecture is critical to long-lasting success. While brand architecture must evolve and product lines should expand (or contract) over time as the market changes, brand essence must remain constant as the core value for which the particular product or service is sought out. Alliance has a three-step methodology for analytically and comprehensively defining and growing brands. This article explains the elements of our approach in more detail.