{"id":35927,"date":"2019-03-12T08:33:25","date_gmt":"2019-03-12T07:33:25","guid":{"rendered":"https:\/\/brandspurng.com\/?p=35927"},"modified":"2021-07-25T10:53:55","modified_gmt":"2021-07-25T09:53:55","slug":"when-and-how-to-expand-your-brand-architecture-dolapo-otegbayi","status":"publish","type":"post","link":"https:\/\/brandspurng.com\/2019\/03\/12\/when-and-how-to-expand-your-brand-architecture-dolapo-otegbayi\/","title":{"rendered":"When and How to Expand your Brand Architecture – Dolapo Otegbayi"},"content":{"rendered":"
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Discussion and decision to expand brand architecture and subsequent strategies for the successful launch of brand extension(s) is never an easy one. Truth be told, it’s a Brand Manager’s nightmare!<\/a> Fear. Anxiety. Stress sets in from time to time in the project and even months after the market introduction.<\/strong><\/h3>\n

Fundamentally, the dilemma is trying to balance the existing identity of the Mother\/Parent brand at the same time trying to build an identity and visual space for the new introduction(s).<\/p>\n

To cut a long story short, I was taken aback, but deep down I wasn’t totally surprised with the recent introduction of Limca Cola.<\/a><\/p>\n

\"\"<\/a><\/p>\n

A sixth sense told me that the decision to introduce this variant is driven by the need to secure the company’s position in the market; my role is not to challenge this, however, I’d like to encourage the Team to:<\/strong><\/p>\n

    \n
  1. Ensure that the Motherbrand is passionately protected.<\/li>\n
  2. Strive to build strong links to the Brand’s distinctive assets.<\/li>\n
  3. Test any assumptions about the strength of the assets of the Motherbrand<\/li>\n
  4. Avoid identities that clashes. Limca is synonymous with ‘Green’ colour, suddenly now ‘red’ \/ cola????<\/li>\n
  5. Be consistent with key Brand assets<\/li>\n
  6. Strive to build a bridge; rather than creating wide irreplaceable gaps<\/li>\n
  7. Engage in insight-driven, rich discussion around stretch-ability of the Motherbrand asset<\/li>\n
  8. Keep it simple!<\/li>\n
  9. Motherbrand 1st; others 2nd<\/li>\n<\/ol>\n

    Constructive discussion welcome…<\/em><\/strong><\/p>\n

    <\/p>\n

    Dolapo Otegbayi<\/a>,\u00a0an accomplished and seasoned\u00a0Senior Marketing Professional with over 15 years\u2019 experience<\/a> in all aspects of Commercial Business; encompassing Consumer and Shopper Marketing. She is one of the\u00a0top 50 Marketing Communication professionals in West Africa (7th MWA 2017).<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Discussion and decision to expand brand architecture and subsequent strategies for the successful launch of brand extension(s) is never an easy one. Truth be told, it’s a Brand Manager’s nightmare! Fear. Anxiety. Stress sets in from time to time in the project and even months after the market introduction. Fundamentally, the dilemma is trying to […]<\/p>\n","protected":false},"author":67,"featured_media":35929,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[14872,3],"tags":[30432,1274,14903,15340],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/i0.wp.com\/brandspurng.com\/wp-content\/uploads\/2019\/03\/LIMCA-COLA-BRAND-SPUR-DOLLY-OTEGBAYI.jpeg?fit=756%2C1008&ssl=1","jetpack_shortlink":"https:\/\/wp.me\/p8rAyM-9lt","jetpack-related-posts":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/posts\/35927"}],"collection":[{"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/comments?post=35927"}],"version-history":[{"count":0,"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/posts\/35927\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/media\/35929"}],"wp:attachment":[{"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/media?parent=35927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/categories?post=35927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandspurng.com\/wp-json\/wp\/v2\/tags?post=35927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}