Traditional brand architecture frameworks need a refresh. Brand architecture strategies need to be revamped from the point of view of how brands are managed these days. The 'Branded House' and 'House of Brands' architecture framework and the continuum between them need to be approached with a fresh perspective.

1. Brand Architecture -
Thinking differently
S A N D E E P D A S

2. brand
"If brands are
managed differently
these days, brand
architecture
strategies need to
reflect that"

3. Much more frequent change of
ownership
More owners in a brand's life
cycle
Consolidation is a significant
global force
Short-termism in
brand management strategies
Brands are not being built and
grown by consistent set of
principles
Emergence of "value / purpose-
driven marketing",
"sustainability" and "ethics" as
new differentiating platforms
Lack of growth opportunities
and increasing complexity

4. Significant shifts in global strategy
House of
Brands
Branded
House
House of
Brands
Branded
House

5. KEY EMERGING BRAND PORTFOLIO
TRENDS IN M&As:
- Assimilation of brands within
existing brand architecture
frameworks is becoming
challenging
- The risk of tinkering with
established brand positioning and
equity is much higher than before
- Brands are exposed to more
architecture frameworks, differing
brand management perspectives
and more diverse brand building
strategies

6. Introducing fresh thinking
SHUNNING THE
PORTFOLIO MANAGEMENT
APPROACH
Brand architecture
guides brand portfolio
management. So what
will happen if
organisations stop
managing brands as
part of 'portfolios', but
manage them as
individual entities?
FLIPPING THE AXES
Manage brands through
a platform strategy and
not through
masterbrand
endorsement
strategies. Management
through consistent
positioning unlocks
long-term growth
TAKING SOME
INSPIRATION
Approach brand
assimilation and
portfolio optimisation
exercise from a positive
viewpoint (and not
threats of
cannibalisation and
fragmentation). Take
some inspiration from
technology

7. LINK TO THE FULL
ARTICLE:
https://www.linkedin.co
m/pulse/lets-build-new-
house-shall-we-
sandeep-das
SANDEEP DAS
Independent Strategy
Consultant
e: contact@sandeepdas.co
m: +44 750 3935 142
w: www.sandeepdas.co
IN: https://uk.linkedin.com/i
n/sandeepdas1