The rise of strategic sub-brands

For people who work in communications and marketing, the pendulum has been swinging for the past 20 years toward integrated marketing. The push has been — and rightly so — to get the miscellaneous silos and tribes on board and aligned behind a single, unified institutional brand.

But now that many institutions have achieved some success in brand buy-in, the pendulum is swinging back a little. The savviest institutions are realizing that a single, supreme brand lacks nuance. Some of the institution’s most distinctive programs are getting lost in the overarching brand.

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