Open the umbrella brand strategy
Open the umbrella brand strategy
An umbrella brand is a high altitude articulation of difference and benefits with several sub-conversations captured beneath. It unites a series of sub-brands with one voice, leaving room for each sub-brand to engage in sub-conversations relevant to more precisely targeted markets, through use of different products and promotional means.
As with all effective brand strategy, umbrella brands require a single message, an expression of a commonsense benefit grounded in human emotion that opens the way to own the conversation within a business category.
Umbrella brands abound in business; examples include Virgin, Kellogg’s, Sony, and location brands such as Japan, Manitoba, and St. Louis.
Umbrella brand strategy can assist nonprofit organizations seeking to unite diverse local chapter needs with a national headquarters operation, by allowing room for chapters to share a national brand promise while demonstrating brand relevancy to their own local markets.
Picture your nonprofit organization communicating a clear, emotionally-engaging message. You could own the conversation and increase your resource base. Ask us how we can help you turn this vision into reality.
Open the umbrella brand strategy - To learn more about this author, visit Steve Cranford's Website.
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When attempting to unite a series of brands within a single message, an “umbrella brand” strategy is one way to get your consumer, audience, or constituency to make you their first choice.
An umbrella brand is a high altitude articulation of difference and benefits with several sub-conversations captured beneath. It unites a series of sub-brands with one voice, leaving room for each sub-brand to engage in sub-conversations relevant to more precisely targeted markets, through use of different products and promotional means.
As with all effective brand strategy, umbrella brands require a single message, an expression of a commonsense benefit grounded in human emotion that opens the way to own the conversation within a business category.
Umbrella brands abound in business; examples include Virgin, Kellogg’s, Sony, and location brands such as Japan, Manitoba, and St. Louis.
Umbrella brand strategy can assist nonprofit organizations seeking to unite diverse local chapter needs with a national headquarters operation, by allowing room for chapters to share a national brand promise while demonstrating brand relevancy to their own local markets.
Picture your nonprofit organization communicating a clear, emotionally-engaging message. You could own the conversation and increase your resource base. Ask us how we can help you turn this vision into reality.
Open the umbrella brand strategy - To learn more about this author, visit Steve Cranford's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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