Brand architecture

How a family of brands and products relate and are named. The org chart made visible, for better or worse.

Architecture answers the question every new product forces: same name, new name, or something between? A branded house spends one reputation across everything; a house of brands isolates risks and multiplies marketing bills. Most companies drift into their answer and then live in it.

The org chart made visible cuts both ways: customers experience whatever structure you chose, coherent family or confusing federation. The audit is a stranger's test, lay every logo and product name on one table and ask an outsider to draw the family tree. Where they hesitate, money is leaking.