blog
About me
Ken portrait

One of my clients tagged me better than I ever could: a creative soul with a strategic mind, helping companies become more self aware.
>>>

Making brand architecture matter

It may not be sexy, but the brand will soon ‘go wanton’ without it

The project manager was having a meltdown. The brand program for our Fortune 500 client was about to grind to halt. He had just counted over 10,000 products to be incorporated into a coherent naming system. "Relax. We just need to put a condom on the brand to stop name proliferation". To his quizzical look I quickly followed up – “…aka brand architecture." Fortunately, the client that had overheard this had a sense of humor. "Can we put that in the presentation to the Board?" Luckily for me, he was over-ruled.

>>>