Project Description

Strategy Consulting Firm - energy Filling Image

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.


  • 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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