Multiple Brands

Every brand is an investment and a choice.

To update the words of French philosopher René Descartes for the 21st century, “I brand, therefore I am.” There seems to be little criteria today for what necessitates the creation of another brand. Managing all these brands—ingredient brands, co-branded partnerships, multiple brands under the same house—has proven to be difficult work. Organizations that are deliberate about their brand strategy and stay the course will win out in the end.

Multiple Brands


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