Hey, it’s Al Bergeron, Chief Creative Officer of bergeroncreative.com, and this is The Brand Whisperer Briefing, where I provide practical brand strategies that will grow your corporate or personal brands. Giving you greater influence in today’s technology driven society.

On this week’s episode I’m going to discuss branded house architecture. A branded house includes a strong parent brand alongside a division, product or service description. An example would include FedEx and its extensions FedEx Express, FedEx Ground, FedEx Freight, etc.

A branded house capitalizes on established consumer loyalty where audiences care less about features or benefits than they do about the central brand promise they know and love.

This approach includes more efficient marketing and advertising budget and positive associations between sub-brands. Of course, these associations can be negative as well. A problem with one sub-brand can wind up being a problem for the entire brand.

So, your homework for this week is to answer this question: Do I have multiple divisions, products or services that can leverage my parent brand?

That’s it for this week. Have a great week! On the next episode of The Brand Whisperer I will discuss house of brands architecture.