Blood, Sweat and Tiers: Building Optimal Brand Identity Architectures

Certainly not all brands are relevant enough, nor all brand experiences rich enough, to extend to all tiers. Regardless, all ideal brand identity architectures effectively differentiate each brand offering while actually building on the brand’s integrity. In this article, we’ll show how it’s done by using two examples: the first is Lean Cuisine, an actual, established brand of frozen entrees, and Sunshine Grove, a fictional brand of orange juice created for illustrative purposes.

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