6. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
6
1
Assessment
2
Hypotheses
3
ValidaEon &
Refinement*
4
Strategy &
MigraEon
Methodology for developing brand architecture
§ Gather and synthesize
existing information
§ Conduct executive
interviews
§ Conduct communications
audit (client and
competitors
§ Map current-state brand
architecture (as
comprehensively as
possible)
§ Gain insights from current-
state, competition & best
practices
§ Assess brand strengths &
weaknesses* (based on
criteria that incorporates as
much financial)
§ Establish guiding
principles for future
architecture – mapped to
client’s big strategic
objectives and agreed
upon by executive team
§ Develop hypotheses for
future architecture led by
guiding principles
§ Develop several
alternative architectural
scenarios – challenging
expected solutions
§ Illustrate scenarios in
representative
communications
§ Facilitate executive work
sessions to narrow options
§ Develop research plan
(sample, methodology,
discussion guide)
§ Analyze findings
§ Clarify Implications
§ Finalize brand
architecture
§ Clarify new brand
roles, scopes and
relationships
§ Develop migration
plan
*Could require primary research if no brand-specific data exists
13. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
13
Illustrative Deliverables Step 3. Validation
Sample Plan Interview Guide / Survey
Analysis of Findings Implications on Strategy & Migration
C&I HVAC Air
Moving
Mechani
cal
Controls Intl.
Title A
5 5 5 5 5 5
Title B
5 5 5 5 5 5
Title C
10
I. Context Setting
II. Frame of reference questions
II. Reaction to brand changes
IV. Rating different architectural scenarios
V. Perspectives on a potential name change
VI. Others …
I. Conclusions
II. Brand-specific findings and equities
III. Strengths & weaknesses
IV. Hypotheses validated / invalidated
V. Others …
I. Narrowed architectural scenarios
II. Future brand roles and scopes
III. Ease and optimal timing of brand changes
IV. Risks / rewards of changes
V. Key success factors going forward
VI. Others …