Welcome back to Marketing Smarts! From brand-building and marketing veterans Anne Candido and April Martini (that’s us) comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. We deep-dive into topics most would gloss-over, infusing real-world examples from our combined 35+ years of corporate and agency experience. We tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.
This is Episode #132 and we’re talking brand architecture and sub-brands. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you’re exercising your Marketing Smarts!
- Episode Summary & Player
- Show Notes
- Marketing Smarts Summary
- Transcript
Marketing Smarts Episode #132: 4 Ways Brand Architecture Empowers Sub-Brands
Your sub-brands can pack a serious punch for your business – when you use them correctly with your primary brands. How do you get your brands to work together like a family? It comes down to a strong brand architecture. In this episode, you’ll learn how empowering your sub-brands gives each sub-brand a “home” under the master brand, its own visual and verbal toolkit for strategy creation, unites the sub-brands and creates success criteria, and allows for cross-promotion. You’ll also discover how to approach brands that make vastly different revenue, what to do with brands that don’t fit, and how to decide if new brands would fit. This episode covers everything from master brands to cross-promotion. Here’s a small sample of what you will hear in this episode:
- How can brand architecture empower sub-brands?
- What is brand architecture?
- How can this structure help decide if new brands fit?
- What if some of the brands are larger and bring in more money than the others?
- How does brand architecture give each sub-brand a “home?”
- What if you discover there are some brands that just don’t fit?
- How does brand architecture give each sub-brand its own visual and verbal toolkit?
- What’s the deal with fast fashion?
And as always, if you need help in building your Marketing Smarts, don’t hesitate to reach out to us at: ForthRight-People.com.
Check out the episode, show notes, and transcript below:
Show Notes
- 4 Ways Brand Architecture Empowers Sub-Brands
- [0:00] Welcome to Marketing Smarts
- [0:30] Anne Candido, April Martini
- [0:33] Learn more at ForthRight-People.com
- [0:42] How can brand architecture empower sub-brands?
- [1:29] What is brand architecture?
- [1:46] It gives each sub-brand a “home” under the master brand
- [4:39] B2B (Business-to-Business)
- [5:19] P&G (Procter & Gamble), Downy
- [6:08] It gives each sub- brand its own visual and verbal toolkit for strategy creation
- [7:29] Coca-Cola (Coke)
- [11:00] Brand Equity
- [13:41] It unites the sub-brands and creates success criteria
- [16:04] Revenue, Profit
- [18:41] Walmart
- [18:59] ROI (Return on Investment)
- [20:29] It allows for cross-promotion and leveraging the collective impact of the sub-brands
- [21:08] Old Spice
- [22:22] Tech (Technology), Managed Service Providers (MSPs)
- [24:38] Recap: How can brand architecture empower sub-brands?
- [25:24] Marketing Smarts is sponsored by ScottMautz.com. Scott Mautz is a popular keynote speaker and #1 bestselling author whose latest book and talk Leading from the Middle helps middle managers dramatically increase their influence up, down, and across their organization. Want your company’s middle managers and leaders equipped to foster a high-performing organization? Want them inspired to drive the change and transformation that’s a challenging necessity moving forward? Go to ScottMautz.com to check out Leading from the Middle and all of Scott’s keynotes, trainings, courses, and books
- In-the-Trenches
- [26:18] What if some of the brands are larger and bring in more money than the others?
- [28:12] Agency
- [31:47] Recession
- [34:02] What if we discover there are some brands that just don’t fit?
- [40:28] Jif, Crisco
- [43:53] You mentioned this structure can help decide if new brands fit. How so?
- Marketing Smarts Moments
- [49:37] Fast Fashion
- [50:07] unzye
- [55:34] Recap: How can brand architecture empower sub-brands?
- [56:25] Make sure to follow Marketing Smarts on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [56:32] Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn
- [56:38] Sign up to view all the ForthRight worksheets & tips for FREE!
- [56:47] Shop our Virtual Consultancy
What is Marketing Smarts?
From brand-building and marketing veterans Anne Candido and April Martini comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. They deep-dive into topics most would gloss-over, infusing real-world examples from their combined 35+ years of corporate and agency experience. They tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.
How do I exercise my Marketing Smarts?
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