“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
Clarity of brand purpose and brand stretch can drive innovation of new products and services without diluting brand equity
Our work clarified focus on Australia Post as THE master brand, rationalised over 170 different brand identities down to only four sub-brands and delivered ongoing brand management discipline for future new products/ service creation.