Simplifying brand architecture

Sectors: Retail & Utilities
Expertise: Brand & Purpose

“GSG are brand experts. Their advice on brand architecture for Australia Post was anchored in a commercial understanding of the strategic imperatives for our business. The proof is in the outcome. GSG recommendations were endorsed at board level. Their engagement provided an elegant and practical solution for how to manage the Australia Post brand architecture (master, sub-brands and/or new brand creation) in an environment where new product and service innovation was required.”
Stephen Walter – Chief of Staff and GGM Corporate Public Affairs, Australia Post



The changing competitive and customer needs created new a series of new products and services to the traditional post services of Australia Post.  With no formal brand disciplines in place for sub-brand / new brand creation, many sub-brands had been created over time confusing the market and adding cost.

Our challenge was to clarify the role of their master brand and to recommend sub-brand architecture to bring focus and reduce complexity.


We clarified focus on Australia Post as the master brand, rationalised over 170 different brand identities down to four sub-brands, and delivered on-going brand management discipline for future new products/service creation.


The GSG strategy was endorsed at board level and rolled out successfully. As a result, fewer brands, less cost, more marketing impact.
New brand management disciplines were installed and linked to product innovation and ongoing management across the business.