As more and more companies adopt a purpose-driven strategy, one of the key questions that needs to be addressed is how to measure the return on investment from a purpose-driven initiative.
Once upon a time, marketers would spend all of their time creating and sharing promotional campaigns only to wonder if they even worked.
Search Amazon for books on branding and you’ll get over 10,000 results.
Powerful brand names are stories distilled to one word.
What do we mean by the word brand?
Simply put, brand architecture strategy, also known as brand portfolio strategy, is a system of structuring brand offerings to ensure optimal value over time: