The right brand architecture strategy equals clarity. It is an external expression of the corporate business strategy and the criteria to guide effective brand decision-making. When done right, it ...

Brand architecture is a complex topic in higher education and one that elicits passionate responses -- every constituent group has an opinion, and they’re usually not shy about sharing. The ...

You may be given the task of making an investment to get your company's brand architecture strategy right. However, brand architecture is a very broad term, and different companies have different ...

In the previous articles in this series I wrote about the beginnings of my company ‘Next For Me.’ From inspiration, collaborators, the law, broadcasting, money, conversion-ing and the company as a ...

PLANO, Texas--(BUSINESS WIRE)--Tyler Technologies, Inc. (NYSE: TYL) announced today its new brand architecture, a broad company initiative that better organizes and names Tyler’s products and ...

When thinking about a brand, people often associate it with visible elements like logos, colors, typefaces or taglines. These are essential, but a brand’s true power lies deeper and is much bigger ...

As a marketer, especially if you're a senior marketer, you likely have a pretty good idea of what price elasticity is. So let's use that as an introduction to the idea of brand elasticity. If you ...