Design strategy

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 is part of my presentation competing at the WBPC10. Please vote for it here: http://slidesha.re/aQkX9R

If you are a listener rather than a reader here is the audio post: Corporate Design Strategies and Branding presentation at the WBPC10: Post series 4 (.mp3; 1,3 MB)

Why and how we compare developing a football team with development of a brand architecture?

If we really think of each individual player as a brand than 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.

Slide presenting players – brands – functioning as a team in brand architectureThat 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”.

If you would like to support my claim, please vote for my presentation at the http://slidesha.re/aQkX9R

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Audio post: Corporate Design Strategies and Branding presentation at the WBPC10: Post series 4 (.mp3; 1,3 MB)

Sources: Literature (updated)

Marko Savić
I’m raising awareness of the connection of business model innovation with design thinking. Have just published a book on business models design. You may wish to meet me in person at my next workshop or interact with me on Twitter.

Workshop: Business model design: Wien

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