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Brand Architects are neither brand strategists nor creative directors, but both.

The Need For a Multi-Disciplinary Approach

The business of brand development – as a profession – is still relatively new. Of course, there have been 'brands' going back to the turn of the century, but the way brands have been traditionally recognized is through their packaging, signage and trademarks. So, prior to the advent of modern brand development in the late 1980's, branding was thought of primarily as identity development and to a lesser extent packaging development. As identity and packaging systems are primarily creative expressions, brand development was thought to be a creative director's discipline.

With increased competition, international trade and segmented markets, it soon became clear that strategy was just as important as creative expression in producing viable, successful brands. An opportunity emerged for a hybrid player who understood the strategic imperatives of target marketing, drivers of preference, audience profiling, and brand positioning AND also understood that great strategy needs a great execution if the brand message is to cut through the clutter. That great execution is also dependent on more than just a great copy line or a clever visual. Successful implementation of brand strategy is also dependent on an understanding of the growing complexity in modern communications with its many marketing and advertising choices. This includes the concept of 'touchpoints', the primary point where a customer comes in contact with the brand. For a bank, for instance, it may not be ads on TV, but instead the credit card their customers carry around with them. For an airline, it may not be the logo on the tail of the airplane, but the sound of the person taking a reservation over the phone or the quality of the in-flight meal. Brand Architects, who may come from the business side or from the creative side, appreciate this complexity.

Because brands have become such an important component of company success, they have given rise to a new professional discipline — an experienced in-house leader or outside consultant who blends strategic, behavioral and creative skills and who is experienced in all communication medias — from print to broadcast, from the internet to live venues. This new professional role is the Brand Architect, a term coined in 1991 by Richard Seireeni. Brand Architects are the bridge between strategy and expression, and they understand that effective brand programs must first find consensus within the organization.

Brand Architects may come from various backgrounds, including but not limited to business strategy, corporate identity, communication design, marketing, packaging, experience design or digital media, but they share a common point-of-view. Experience has taught them to see the brand development process as a knitting together of the whole. Brand Architects understand that successful brand action must reflect business objectives, market dynamics, corporate culture, the qualities of product and service, and the desires of various, often highly segmented audiences. And like architects who design buildings, Brand Architects are able to express solutions in ways that make an impact that is both strategically sound and emotionally powerful.

Brand Action Programs

Brand Architects translate business goals into brand action programs — programs that are designed to touch audiences and achieve results quickly and efficiently. They are called ‘action’ programs because most brand consulting clients have deadline-driven needs in mind. It may be something specific, like a new product launch or a reaction to a competitor’s move, or it may be something as general as the periodic tune-up of brand positioning. Whatever the reason, Brand Architects combine strategy, behavior modification and creativity to create brand action.

Brand action programs are designed to build commitment within the organization, to support business development and sales, and to create compelling customer experiences. It’s brand building from the inside out — a process that hinges on the creation of a single, motivating concept that will galvanize the organization and drive the program. Brand Architects refer to these central themes as the ‘big idea’, because important, often complex programs benefit from a simple, bold expression.

Brand Architect Professional Objectives

Strengthen Commitment & Corporate Culture<br />
Support Business Development & Sales<br />
Create a Compelling Customer Experience

Brand Architecture vs. Brand Architect

The term Brand Architecture is different from the term Brand Architect. Brand Architecture describes the relationship of multiple brands under the umbrella of a master brand. The relationship of The Coca-Cola Company's various beverage brands, such as Sprite, Dasani, Dr. Pepper, Squirt, etc., is an example of a Brand Architecture of beverage brands. Brand Architects, on the other hand, are professional advisors who blend strategy and creative thinking to bring brand ideas to life.

Interbrand's Brand Channel describes Brand Architecture as, "How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: monolithic, where the corporate name is used on all products and services offered by the company; endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement; and freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market."

On the other hand, Philippe Mihailovich describes the role of a Brand Architect as, "... giving meaning to a brand in people’s minds. In that sense it is a form of psychology. We (brand architects) are architects of perceptions."

Some of The World's Great Brand Architects

Steve Jobs, co-founder, Chairman, and CEO of Apple Inc.<br />
Phil Dusenberry, former Chairman and Chief Creative Officer of BBDO North America<br />
Peter Arnell, self-described Brand Architect and founder and CEO of The Arnell Group<br />
Eiko Ishioka, Creative Director, costume designer<br />
Scott Bedbury, self-described Brand Architect and CEO of Brandstream Inc.<br />
Jay Chiat, co-founder and Creative Director, Chiat/Day<br />
Paul Rand, designer

External Links

Musings on the Brand Architect: Brand Architect: Thinking and Observations of Patrick Collings