A brand architecture is a system of putting the players in the right positions. Similarly as goes for the football team. At the same time it is necessary to assure that this players—brands—are functioning as a team rather than only as a collection of players.

This post was part of my presentation competing at the WBPC10.

If we really think of each individual player as a brand then identity and communications programs are tools or in other words, exercises that make each individual player better.

But the brand architecture is a system of putting the players in the right positions. At the same time, it is necessary to assure that these players—brands—are functioning as a team rather than only as a collection of players.

That is why we compare development of a football team with development of a brand architecture. In both cases there is a system because no player/brand alone can “with the war”.

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