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Corporate Brand Matrix
The Corporate Brand Matrix is a comprehensive tool for planning an institutional rebranding. In a sense, it is an attempt at a 'universal theory' of corporate branding... essentially on one page, with clarity and transparency.
The Matrix is based on three propositions:
- We can identify effectively all purposes for undertaking a rebranding initiative, 'the drivers,' and the strategic branding options (in the form of communication goals) commonly associated with each driver... one axis of the Matrix.
- We can also identify all the tools and tactical choices that can be used to effect rebranding... the other axis.
- This gives us a structure for learning from history -- a potential data base of` rebranding case histories. Case by case, what were managements' driving purposes, and what tools were used to achieve each purpose?
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The Matrix is a team initiative whose founding partners are Tony Spaeth, and Tom Vanderbauwhede of The Belgian corporate branding firm Lemento. It builds directly on Tony's "Components of Identity" structure (another Tool in this section).
The Matrix has its own Web site, www.corporatebrandmatrix.com, where you can see details of the case histories entered to date. The site also provides definitions of both Drivers and Tools, and answers FAQs.
In time, as cases of worldwide relevance are entered (based on our research and reporting) and verified by participants, it will provide a rich source of information... case examples by strategic purpose, by industry, by country, and even by consultant and design firm... and data for scholars of corporate identity. |
Below, we simply list the purposes, and the tools, as we have defined and categorized them. See Matrix site for definitions.
1. The “Driving Purposes” axis
Drivers are of three kinds -- structural (organizational change), strategic, or functional.
There are 13 drivers, and 22 associated 'communication goal' options.
| STRUCTURAL drivers to accommodate structural change |
| driving purposes |
communication goals |
| Merger & aquisition |
merger of equals; best of both |
| transformed survivor brand |
| new vision, forget the past |
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| Spinout |
preserve existing equity |
| express a new vision |
| STRATEGIC drivers to effect strategic repositioning |
| driving purposes |
communication goals |
| Change direction |
redefine industry / core competence |
| Broaden the scope / visibility |
remove limiting category association |
| remove limiting geographic association |
| enhance size perception |
| elevate public profile |
| Narrow the scope |
express a more specific focus |
| Change internal culture |
enhance pride and confidence |
| refresh & redirect competitive energy |
| transfer affiliation from unit to parent |
| Change expressed personality |
renew / refresh public image |
| Change perceived composition |
redefine the defining units |
| modify parental 'umbrella' presence |
| FUNCTIONAL drivers to improve branding functionality |
| driving purposes |
communication goals |
| Name weakness |
increase name impact & recall |
| Name confusion |
increase name differentiation |
| Design weakness |
increase visual strength / quality |
| Advertising breakthrough |
incorporate the successful element |
| Legal requirement |
retain or transfer brand equities |
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2. The "Tools and tactics" axis
There are four broad tool categories, and up to three layers of categorization within them:
| IDENTIFIER TACTICS |
| Name change |
borrowed words |
descriptive |
| evocative |
| arbitrary |
| imported |
| person |
| place |
| created words |
figurative (phoneme based) |
| combination of words |
| abstract |
| abbreviations |
abbreviations |
| initials |
| acronym |
| brand |
existing brand elevated |
| combination of brands |
| Logo change |
wordmark-dominant |
typographic only |
| type plus integral device/symbol |
| type in, or forming, a shape |
| symbol-dominant |
figurative / pictorial |
| metaphoric |
| abstract |
| monogram |
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| IDENTITY SYSTEM elements |
| Visual system |
typography |
| graphic devices |
| palette |
| Verbal elements |
formal / legal names |
| principal unit names / competence list |
| tag lines |
| affiliation descriptions |
| Unit signature systems |
monolithic |
| visual endorsement |
| verbal or no endorsement |
| mix of systems |
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| SITUATION FACTORS |
| Corporate-level facts |
industry definition |
| nationality & geographic scope |
| size |
| ownership |
| management |
| HQ location |
| architecture |
| history |
| competitors |
| employee behavior |
| Subcorporate facts |
competencies |
| defining units |
| subsidiaries |
| brands & products |
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| CHANGE EVENT |
| Low visibility |
employee mention, functional focus |
| Medium visibility |
public launch ads, internal pub'n |
| High visibility |
anchors inst'l campaign, staged event |
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