Navigation close button


The Basis Group

White Paper | The Architecture of Brand Architecture

Cereal mongers and carmakers have long understood the value of a solid brand architecture. In fact, these B2C industries, at one time, were the standard by which all other commercial entities measured their branding strategy. But branding techniques are not as black and white as they were a generation ago, particularly for the high-tech, B2B marketer. Today’s complex marketplace, sophisticated channel marketing, and highly segmented audiences have muddied the waters on long-embraced branding strategies. Yet, these same forces have also increased the necessity of a firm brand structure on which to stretch your
corporate skin.