>> Energy Provider – Brand Consulting Case

Implementing a brand architecture across a leading global energy company

Challenge

• Company historically operated under a business unit structure – with each BU having its own strategies, processes and organizations
• Corporate brand architecture was broadly established, consisting of corporate brands and three sub-brands, though direction was neither defined nor actualized at BU or product level
• Define, elevate and implement brand architecture at BU level, including decision-making tools to apply it

Action

• Assess current situation and confirm key issues, including interviews with senior executives and business managers
• Confirm “as is” brand architecture and develop guiding principles
• Prepare brand architecture  framework and decision tools
• Prepare final  brand architecture recommendations  for business unit implementation

Result

• Confirmed brand architecture with application at the BU/product level, including brand architecture principles, product/brand classification scheme and decision-tree
• Improved awareness, understanding and alignment to brand architecture standards
• Significant economic benefits through rationalized product and brand portfolio at the corporate and division level

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