Energy Provider2017-01-19T03:10:29-07:00

Project Description

Energy Provider – Corporate Brand Consultants Case

Implementing a brand architecture across a leading global energy company


  • 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


  • 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


  • 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
  • Corporate brand consultants delivered the project on-time and on-budget

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