Brand architecture — 4 choices
Four strategies for expanding the brand portfolio.
A company has four growth options: line extension, brand extension, multi-brand or an entirely new brand.
When planning a new product, category or acquisition.
Pick one of the four paths based on relation to the existing brand core.
Related frameworks
Agencies execute. Consultants advise. And then everyone wonders why the two never add up.
Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.
We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.
Share it, use it, build on it. The Clues team.