A major Australian utility with a highly respected reputation
required a review of its brand architecture to instil increased
discipline over its sub-brand and new product development
approach.
What was the question?
What brand architecture should be adopted organisation-wide,
what role should the master brand and sub-brands play and how
should the organisation approach branding?
What did we do?
- Conducted a brand audit of current brand identities, including
a review of the current brand identity disciplines in place
- Modelled the entire business in the context of the
organisation's key brand and its market
What was the outcome?
Rules for the master brand and sub-brands were developed,
consultation across business workshops was carried out in order to
screen brand identities, the proposed architecture was signed off
by the board, 176 sub-brands were reduced to 4 hero brands and
several sub-brands and a forum was developed for better management
of sub-brands in the future.
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