brands that showcase other brands
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- Gucci0
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The exercise for the real estate brokerage was successful, but there needed to be a tonne of buy-in. That's where they struggled. They had to convince people to fix something that in their eyes wasn't broken. Not easy.
The broker ended up providing templates of commonly used elements like signs, ads, etc. and designating areas (or in your case "zones") in which their personal flair could shine. Either a slogan or some version of a terribly made wordmark would appear in specific areas. The majority of an ad, for example, housed the parent brand's colours and marks, which took on a less schlocky look. The broker knew full well that shit could still fly under the radar, but they were able to (with varying degrees of success) reign things in a bit.
Hope that helps.
- foz0
Been thinking some more. The best analogy I can offer is a department store that houses concessions.
In that scenario the branding of the store is on the outside, maybe on the signage/sales areas and on the livery. The brand I hope to build will need to be more overt than that. But the strategy is similar.
It's interesting. You don't go to John Lewis/JC Penney to buy their branded goods, it's the brands that they house that entice you. But you do go there because you trust the store/brand and expect a level of service/support/expertise.
The more I talk about this on here, the clearer the picture becomes for me. If anyone has any great examples of someone handling this very well, I would love to see it, likewise any insights or warnings appreciated :)
- Gucci0
Not sure I follow the "zoning" concept. Might just not be reading it properly. Do you mean specifying places in their ads where they are allowed to use their personal (second tier) branding? Or are you referring to zoning things geographically?
At my last job, they took on a project for a real estate agent that was trying to reign in their agents a bit while still letting them have their own personal flavour. Similar scenarios, I suppose.
- utopian0
If I am not mistaken... I believe what are asking for is called sub branding.
http://www.brandingstrategyinsid…
- utopian0
Here is slideshow explaining sub-branding.
http://www.slideshare.net/ekulin…
- foz0
thanks utopian, but It's not whats happening here. These are not sub brands, they're unique brands just existing in a space that is branded by a host entity.
