The key question today is: How many brands do you have? How many are you creating for the future? Are you taking full advantage of the current ones? Is it necessary to discontinue some that are not performing well?

This is the purpose of brand architecture, which, if designed properly, can drive the success of your company and mark a clear before-and-after for your organization.

Brand architecture is essential for building a cohesive and consistent identity that resonates with your customers and supports your company’s growth. A solid architecture organizes brands within a company in a way that maximizes the value of each one, facilitating the management and alignment of products and services under a clear structure.

Let’s talk about Procter & Gamble (P&G). Over time, they have implemented a “house of brands” architecture, where they manage a diverse portfolio of independent brands such as Tide, Pampers, and Gillette. Each of these brands operates under its own name and identity, allowing P&G to segment its offerings for different audiences and needs without diluting its core image. This structure enables P&G to diversify its market and adjust its marketing and product development strategies more effectively.