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.
Like this article? Share it with your friends
 |
Related Articles |
|
 Open the umbrella brand strategy
|
| |
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.
|
|
Standing Under The Umbrella And STILL Getting Wet Make More Money Making a Name for Yourself
|
| |
Calling all realtors, financial planners, insurance brokers, multi-level & network marketers, and anyone else who works in the precarious and often misunderstood position of operating under a large company brand umb...
|
|
Brand Flexibility
|
| |
Do you know how flexible your brand is?
|
|
Strategic Branding Questions
|
| |
There’s a heightened interest in branding these days. For small businesses, it can be one
of the most important marketing programs of all. As you launch (or relaunch) a branding
campaign, take a look through these...
|
|
By Jennifer Lopez
|
| |
 She had been nominated for a Grammy Award for her singing and a Golden Globe Award for her acting, but it wasn’t until 2001 that Jennifer Lopez says she truly fulfilled one of her biggest dreams. That was the year t...
|
|
|
Steve Cranford
(Visit Steve's Website)
Whisper is founded on one big idea: "The
key to any effective marketing, branding
or advertising effort is to change and
take ownership of the conversation." To
own the conversation in your industry, we
provide your organization with a crystal
clear understanding of consumer
relationships, high-end strategic advice
and workable solutions to build and fully
leverage your brand.
|
|
|
Steve Cranford's
Complete
List Of
Branding
Articles
|
|
|
If you enjoyed this article, get Steve Cranford's Complete List of Branding Articles For FREE!
|
| |
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
