TBG White Paper: The Architecture of Brand Architecture


As the marketplace evolves so are strategies on brand architecture. The branding philosophies that drove architectures a generation ago may no longer make sense today, particularly in the fast-paced high-tech B2B arena. Many forward-thinking marketers are combining the strengths of two long-held brand architecture strategies to create a fresh, flexible, and powerful brand architecture that is well suited to the needs of the high-tech B2B marketplace.

This whitepaper will explore:

- The strengths and weaknesses of product-centric branding
- The strengths and weaknesses of corporate-centric branding
- How tiered branding borrows from traditional branding to create a new strategy that
serves the needs of high-tech B2B organizations.

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