28 Oct 2010 Can we compare a football team positions with the development of a brand architecture?
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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