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4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community

4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community | timms brand design | Scoop.it

Brand architecture serves as the corporate roof under which a business can protect and unify its brand portfolio. Fortune 500 companies, e.g. the P&Gs, Krafts, and Coca-Colas of the world, utilize brand positioning strategies to protect their numerous brands from external market forces, as well as to unify brands in order to enhance consumer associations and perceptions. The process of developing brand architecture is a strategic one, based on identifying threats and creating strong corporate bonds amongst brands that work to mitigate the risk of brand failure. These risks can come from not only consumer preferences, but market fragmentation, competitors, and the pressure to extend existing brand recognition across multiple products. With threats like these in an ever-expanding and competitive global marketplace, companies with weak brand infrastructures will struggle to compete.

 

Hostess, maker of the iconic Twinkie, is a recent example of a major brand failure. The company’srefusal to modify its product line in order to adapt to changing consumer tastes is cited as a major reason why Hostess plummeted into bankruptcy. Since the company’s collapse, private equity firms Metropoulos & Co. and Apollo Group Management have purchased Hostess with the goal of building a stronger and more stable corporate roof under which the Twinkie, Ding-Dong, and other Hostess brands may again flourish. The two private equity firms will need to decide how to best position the brands in order to mitigate the risks posed by the many volatile and unpredictable market threats. If industry best practices are any indication, Metropolous and Apollo Group will position the Hostess brand by modeling one of the four most common brand positioning strategies, shown in the infographic below.


Via Russ Merz, Ph.D., Alexander Hamilton
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Cen Xun's comment, August 22, 2013 3:39 AM
this article is quite interesting!! it is very easy to understand the different between brands, the pos and neg of them and what strategy is suitable, easy to understand for everyone
Melika Trott's comment, August 22, 2013 11:19 PM
German, I agree and also find it interesting that a brands profiles can influence one another. Good brand architecture is essential to the success of a brand, without it, or if it is not done correctly, long term success is unlikely, as we have seen with the articles example of Hostess. A very insightful article which most of us can learn from.
heeyeon yoon's curator insight, September 28, 2014 5:14 AM

Brand Architecture refers to the horizontal of the brand to organize for a company that owns numerous brands to optimize brand management, the vertical structure and it can protect and unify brand portfolio. Depending on the relationship between the product / service brand or sub-brand and top brands and corporate brands, Brand Architecture can be classified as Brand Architecture of four. Which are monolithic, sub, endorsed and individual brand strategy.  From this article it says companies looking to frame their brands will lean towards either a branded house or a house of brands strategy. These two brand architectures represent opposite ends of the brand relationship spectrum: the house of brand strategy reflects a more independent, stand-alone branding approach; while the branded house strategy represents a more singular, cohesive brand umbrella. 

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A Better Way to Map Brand Strategy

A Better Way to Map Brand Strategy | timms brand design | Scoop.it
Figure out where you are on the distinctiveness-centrality spectrum.

Via Marc Van de perre
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Make Your Mark: 30 Designers and Illustrators with Great Personal Branding - Paste Magazine

Make Your Mark: 30 Designers and Illustrators with Great Personal Branding - Paste Magazine | timms brand design | Scoop.it
Individual artists need a unique name, a branded point-of-view, and--most importantly--a great logo.
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Logos by Oscar Bastidas

Logos by Oscar Bastidas | timms brand design | Scoop.it
A great collection of logos created by Art Director and Graphic Designer Oscar Bastidas. Look at all these beautifully designed logos created by Oscar Bast
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Gorilla - Logo Design: The amazing way your brain sees a logo

Gorilla - Logo Design: The amazing way your brain sees a logo | timms brand design | Scoop.it
Logo design: Neuroscientists have been studying how the brain perceives logos and how it impacts decision-making. It all happens in just 400 milliseconds:
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SXSW keynote: Paola Antonelli on the future of design - austin360 (blog)

SXSW keynote: Paola Antonelli on the future of design - austin360 (blog) | timms brand design | Scoop.it
Date/time: 2 p.m. Friday Presenter: Paola Antonelli, senior curator for architecture & design, Museum of Modern Art The gist: Antonelli -- who designed the original MoMA web site that launched in 1994 -- presented an overview of where today's...
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Creative trends of 2015 [infographic] - Holy Kaw!

Creative trends of 2015 [infographic] - Holy Kaw! | timms brand design | Scoop.it
Want to know what's hot and what's not when it comes to design this year?

Look no further than this infographic from Shutterstock that checks the pulse of social media to see what's grabbing the attention of audiences around the world.

Via Fred Zimny
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Best Logos of Year 2014 | Logos | Graphic Design Junction

Best Logos of Year 2014 | Logos | Graphic Design Junction | timms brand design | Scoop.it
Best Logos of the year 2014 selection based on logo concept, story board, idea and design. We believe that effectiveness should be based on how quickly the idea
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This is how professional designers create their logos

This is how professional designers create their logos | timms brand design | Scoop.it
Yesterday we saw here that famous logos can have hidden meanings, almost like easter eggs designers use to enrich them. But how do those logos come to life? Designer Aaron Draplin explains in this video how his creative process works.
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Directory of Logo and Branding related websites

Directory of Logo and Branding related websites | timms brand design | Scoop.it
Directory listing of websites relating to Logo and Branding
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The Rise Of The Smart Creative

The Rise Of The Smart Creative | timms brand design | Scoop.it

We often hear about millennials being the ones that are going to take over the workplace, but we’re missing the larger picture, there’s a new brand type of employee out there. The Smart Creative.
That’s right; there’s no age or generation that goes with this kind of employee. It has to do with the mindset that has been instilled by this information-driven society.
So, What Is A Smart Creative?
This term is coined in the book “How Google Works” by Eric Schmidt and Jonathan Rosenberg. In the book, they describe the type of employees that Google attracts as well as some stories of how Google started their unique hiring and retention process.
If you’re an HR manager or even an employee trying to create a google-like atmosphere within your office, this book is a good starter kit to building a culture similar to Google’s.
A smart creative is an employee that doesn’t chase compensation; they chase the ability to cause change and disrupt industries. They’re not the type to cause any workplace problems; they are the ones that are finding solutions to some major problems.
Smart creatives are the types to not hold back on whenever they have an idea that can make
Most importantly, smart creatives aren’t afraid to fail. They’re not scared to try something new, and they will do their best in collecting data and analytics to make sure that their ideas are foolproof.


Via Alexander Crépin
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Rona Lewis's curator insight, November 30, 2014 6:26 PM

Are you a smart creative?

Paula King, Ph.D.'s curator insight, December 17, 2014 4:15 PM

Good article. 

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5 Simple Rules To Know Your Site's Navigational Taxonomy via @Curagami

5 Simple Rules To Know Your Site's Navigational Taxonomy via @Curagami | timms brand design | Scoop.it

Knowing your website's navigational taxonomy can mean the difference between millions in traffic and money. Here are 5 Simple Navigational Taxonomy Rules.

* It's About THEM not YOU.
* Create A Commons.
* It's FREE and EASY.

* Srart with Brands & Work OUT.

* Find Engagement & Work IN.

Easy to follow rules so your site's nav WINS traffic, hearts, minds, SEO and loyalty needed to be around for a bit.


Via Martin (Marty) Smith
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The 20 biggest logo design trends | Branding | Creative Bloq

The 20 biggest logo design trends | Branding | Creative Bloq | timms brand design | Scoop.it
Logo design is one of many areas of design that looks easy but is damned difficult to pull off successfully.
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Is Your Institution's Logo Overdue for an Overhaul? - The Financial Brand

Is Your Institution's Logo Overdue for an Overhaul? - The Financial Brand | timms brand design | Scoop.it
Is Your Institution's Logo Overdue for an Overhaul?
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Mance Creative's curator insight, June 17, 2014 4:53 PM

"Unless your brand position is one built around themes like heritage and nostalgia, you need to update your logo from time to time to project an image that connects with each new generation of consumers."

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24 Charts Of Leadership Styles Around The World

24 Charts Of Leadership Styles Around The World | timms brand design | Scoop.it
24 charts of leadership styles around the world

Via Jenny Ebermann
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Isabelle Mayor's curator insight, April 20, 12:53 AM

Une infographie qui démontre symbolise les organisations et leur style de management. "Déjà vu mais on ne s'en lasse pas!"

Jaro Berce's curator insight, April 20, 4:03 AM

Is that ALL? Is there MORE? LIFE is so unpredictable that cannot be measured by any number count!

Ajo Monzó's curator insight, April 20, 5:39 AM

Very good, thanks!

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What is branding?

With over 6400 books written on branding, the subject has gotten complex. Yet simplicity is where the power exists. This video was conceived, written and na...
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Design-Led Companies Work, But Not Without Designers

Design-Led Companies Work, But Not Without Designers | timms brand design | Scoop.it
If “design-led” is the gospel in the Valley these days, it isn’t one that’s preached with much consensus.
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5 Basic Types of Logo to Help You Decide What Kind Your Business Needs

5 Basic Types of Logo to Help You Decide What Kind Your Business Needs | timms brand design | Scoop.it
So you’re considering getting a new logo designed but you have no idea what kind of thing you’re looking for? If you need some guidance take a look at this infographic from The Logo Co. which group...
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Wow, People Really Suck at Drawing the Apple Logo From Memory - Gizmodo

Wow, People Really Suck at Drawing the Apple Logo From Memory - Gizmodo | timms brand design | Scoop.it
Do you know what Apple's oh-so-ubiquitous logo looks like? Do you really? UCLA psychologists asked 85 undergrads to draw the Apple logo from memory, and only one got it right. The rest of the results are hilarious and incorrectly lopsided.
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Websites Don't Age Well: 5 Web Redesign Ideas via @Curagami

Websites Don't Age Well: 5 Web Redesign Ideas via @Curagami | timms brand design | Scoop.it

Websites don't age well. Sooner than you think it's time for a web redesign, but don't forget the 5 CSFs (Critical Success Factors) shared here.

5 Critical Success Factors For When Your Web Redesign

Start with Why.Listen to customer votesTest if you can, jump in if you can’t.5 Easy to forget things.Prepare for rain, hope for sun.

 

This post features behind the scenes notes from our http://www.Moon-Audio.com redesign. Picture above is a "Before" and "After" view of Moon Audio's website. We spent a lot of time working on the site's information architecture.

We spent so much time because we have a lot of customer data now thanks to Google Analytics. We used that data to find the 80-20 rule and kept that finding in mind as we changed site navigation and categories.

This kind of "What Business are we In" work goes to the first two bullet point - Start with Why and Listen To Customer Votes. Another goal, not stated in the Curagami post, was to create an immediate sense of "I'm in the right place" scenttrail.

Ecommerce, especially in popular categories such as #headphones and #electronics, have two kinds of sties. One site is informational making money from passing customers over to sellers. Cnet.com is an example of a content site making money by capturing attention with great content and then passing customers on to a site where they can buy what they've just researched.

The New Ecommerce
We see the New Ecommerce merging Cnet and commerce to build sustainable online community. But there's a problem. Either of those missions is a full-time job - commerce, content or community. Merchants will need to delegate content creation to trusted members of their community and find ways to merchandise content and commerce more seamlessly than ever before.

The new Moon-Audio.com begins the move toward sustainable online content, commerce and community by clearly signalling THIS IS A STORE. Soon we hope to increase the signal to THIS IS A STORE WHERE YOU CAN LEARN TOO and finally THIS IS A COMMUNITY WHERE YOU CAN BUY AND LEARN.

Mashing up, curating and listening are the new skills needed to be a successful online merchant. No ecom site is GREAT at content, commerce and community...yet. Moon-Audio.com will fire on all three ideas over the next few months. Stay tuned.

http://www.curagami.com/magical-thinking/5-web-redesign-ideas/



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Lori Wilk's curator insight, February 20, 2:58 PM

I count on Marty to #curate #content that helps me make my #business better. Thank-you. 

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50 Free Resources for Web Designers from 2014 - Market Blog

50 Free Resources for Web Designers from 2014 - Market Blog | timms brand design | Scoop.it
In this post, I have collated my top 50 FREE resources for web designers from this fantastic year, 2014. There are libraries for quickly creating CSS charts and animating SVG icons, tools for converting image files to data URIs, web-based apps for creating icon fonts from SVGs, jQuery plugins for touch-enabled and lightweight sliders, JavaScript …

Via Rebeca Zuniga
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The biggest rebrands of 2014 | Analysis | Design Week

The biggest rebrands of 2014 | Analysis | Design Week | timms brand design | Scoop.it
Take a look at our coverage of the year’s biggest identity design stories.
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How the KLM logo evolved over the years

How the KLM logo evolved over the years | timms brand design | Scoop.it
We reached a turning point in the autumn of 1961, when we launched a new KLM logo that has gone almost unchanged to this day.

Via Niels Biersteker
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Brands Think Like Customers, But Do They Feel Like Them?

Brands Think Like Customers, But Do They Feel Like Them? | timms brand design | Scoop.it
There’s a lot of talk today around engaging with customers, but how many brands make an attempt to really 'feel' like their customers?

Via Niels Biersteker
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Why brands matter in a paranoid marketplace - Telegraph.co.uk (blog)

Why brands matter in a paranoid marketplace - Telegraph.co.uk (blog) | timms brand design | Scoop.it
Why brands matter in a paranoid marketplace
Telegraph.co.uk (blog)
Now I simply say "business design", which makes me sound a little more gainfully employed than "logo design" (more of this later).
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