Implementing a brand architecture across a leading global energy companyEquiBrand2023-10-19T11:09:09-07:00
Project Description
A leading energy company adopted a new brand architecture strategy though was unsure how to implement it at the business unit level, including how to name and manage individual product brands.
Executive interviews and internal strategy sessions were used to identify decision-making scenarios. Next-level frameworks and tools (i.e., brand architecture principles, brand classification, and a naming decision tree) were created to facilitate execution. The rationalized portfolio resulted in significant cost savings upon implementation.
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
Corporate brand consultants delivered the project on-time and on-budget
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