Brandchannel announces that your Master Brand strategy is dead. Master Brands were so millennial anyway, long before Web 2.0 and UGC drove brand messaging up the wall with its po-mo Cluetrain messiness. As this notice issues from the famously inward-looking industry itself, we can assume the trend has been underway for some time. Here is the full paper (from Straightline).
For those who don’t work the consumer-facing side of marketing and design, the Master Brand concept was driven through the influence of giant marketing consultant Interbrand‘s strategy of establishing a mono-megalithic brand that subsumes other brands in a brand family relationship. Since corporate value accrues to the highest-level meaningful brand, the Master Brand presented a way to manage message, visual and corporate brand identity, brand creep – and it attempted to roll up consumer perception to the brand owner as much as possible. A proliferation of brands dilutes the corporate brand and reduces effectiveness, and increase choice complexity – so the Master Brand has its place.
Here’s a blurb:
Here’s where I really agree with their strategy and intent. They say: “However, to realize its operational and strategic potential, branding must evolve beyond its inaccessible jargon and artificial models to play a more dynamic, inclusive role that bridges connections between stakeholders and adequately represents management challenges and the cultural and motivational realities of the companies they serve.” This part sounds like a dialogic design problem space, and the paper goes on to show how they are encouraging a type of dialogue among various stakeholders, and not a consistent brand image.
I wonder if they have such a methodology for sufficiently engaging multiple, competing, disagreeing stakeholders to reach consensus on a common brand identity and plan? Something like our Dialogic SWOT Analysis?