What makes a brand recognized, and what makes it chosen.
Brand Architecture Is a Decision About Where Risk Travels
Brand architecture is conventionally presented as a taxonomy of naming structures, which makes it look like a question of nomenclature and hierarchy charts. It is not. It is a single decision, made once and difficult to reverse, about where credibility is allowed to accumulate and where a failure is allowed to spread.
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What makes a brand recognized, and what makes it chosen.
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