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.
Fill out the form below to read the entire white paper
Sign up for the latest tips from our experts on bettering your brand, aligning communications plans and shaping how audiences view you.