We mostly talk about naming around here, but we do a good bit of Brand Architecture work, too, so I thought it would be fun to share a simple principle of brand architecture.
Bright Red Thread
How do you decide what new products or services are viable line extensions that draw upon and reinforce brand equity? You establish your “transferable point of difference,” or bright, red thread.
This video originally appeared in LinkedIn
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TRANSCRIPT:
– Hey guys, it’s Rebeca with BrandTrue, and this video is about brand architecture. I’m calling it Bright Red Thread because when we’re dealing with brand architecture, when we’re trying to understand what a brand’s equity can extend to, so that a brand can enter new areas of business, how far can the brand go, we like to think about the bright red thread that connects them all, the transferable point of difference. And it can be dangerous if you try to extend too far.
I have an example for you. I noticed recently that the brand Hint Water has been extending pretty far. Hint Water is a very healthy water beverage, it doesn’t have any sweeteners, it doesn’t have any artificial flavors, just a hint of natural fruit flavor so that it’s not so boring as drinking regular water.
They could have taken a transferable point of difference around, say, hydration maybe, or refreshment, but they’ve done something a little bit differently. They’ve decided that their transferable point of difference is this focus on health, and also a second one, which is unusual, but kind of cool, of the hint of fruit. And they’ve extended to sunscreen and hand sanitizer. It’s got a health focus, it’s got a hint of fruit.
I think it’s a very good idea to have established their bright red thread, their transferable point of difference, but I think that’s extending a little too far. I wish them all the best, but I don’t know. Anyway, I thought they were a good example of this principle of brand architecture I wanted to share with you. Let me know what you think. Thanks. Bye!
