The branded house vs house of brands. Which is right for you?

OK, let's say you're a small business with one product. What do you call that product? Is it 'Bob's document shredder', because your name is Bob and your product is, well, a document shredder? Or do you go one further, and give that technical product it's own identity - the 'Docu-Wow'? Or do you combine them - Bob's Docu-Wow'? Or create a whiff of affiliation - 'Docu-Wow, another Bob product'?

Truth is, each of these approaches works sometimes, and doesn't work sometimes.

I turned to David Aaker's and Erich Joachimstaler's great exercise , The Brand Relationship Spectrum, for a bit of guidance. Then, in this livestream, I mapped out the advantages for each model - the house of brands, the branded house, endorsed brands, and sub-brands.

Hope you enjoy the livestream. And hope it provides a bit of guidance when it comes time to branding your own products and services.

THE ASK
If you know an entrepreneur who can use these insights, send them to BrandDIYGroup.com. We'd love to have them join us.

ABOUT YOUR HOST
Marc Stoiber is a creative director who has built hundreds of brands. If you'd like to talk to him about your brand, you can reach him at marc@marcstoiber.com

Видео The branded house vs house of brands. Which is right for you? канала Marc Stoiber