Corporate Brand MatrixThe Corporate Brand Matrix is a comprehensive tool for planning an institutional rebranding. In a sense, it is an attempt at a 'universal theory' of corporate branding...  essentially on one page, with clarity and transparency.

The Matrix is based on three propositions:

1. We can identify effectively all purposes for undertaking a rebranding initiative, 'the drivers,' and the strategic branding options (in the form of communication goals) commonly associated with each driver... one axis of the Matrix.

2. We can also identify all the tools and tactical choices that can be used to effect each rebranding purpose... the other axis.

3. This gives us a structure for learning from history -- a potential data base of` rebranding case histories. Case by case, what were managements' driving purposes, and what tools were used to achieve each purpose?

The Matrix is a team initiative whose founding partners are Tony Spaeth, and Tom Vanderbauwhede of The Belgian corporate branding firm Lemento. It builds directly on Tony's "Components of Identity" structure (another Tool in this section).

The Matrix has its own Web site, www.corporatebrandmatrix.com, where you can see details of the case histories entered to date. The site also provides definitions of both Drivers and Tools, and answers FAQs.

In time, as cases of worldwide relevance are entered (based on our research and reporting) and verified by participants, it will provide a rich source of information... case examples by strategic purpose, by industry, by country, and even by consultant and design firm... and data for scholars of corporate identity.

 

Below, we simply list the purposes, and the tools, as we have defined and categorized them.  See Matrix site for definitions.

1. The “Driving Purposes” axis

Drivers are of three kinds -- structural (organizational change), strategic, or functional.There are 13 drivers, and 22 associated  'communication goal' options.

STRUCTURAL drivers  to accommodate structural change

driving purposes communication goals

Merger & aquisition merger of equals; best of both

transformed survivor brand

new vision, forget the past

Spinout preserve existing equity

express a new vision

STRATEGIC drivers  to effect strategic repositioning

driving purposes communication goals

Change direction redefine industry / core competence

Broaden the scope / visibility

remove limiting category association

remove limiting geographic association  

enhance size perception

elevate public profile

Narrow the scope express a more specific focus

Change internal culture enhance pride and confidence

refresh & redirect competitive energy

transfer affiliation from unit to parent

Change expressed personality

renew / refresh public image

Change perceived composition

redefine the defining units

modify parental 'umbrella' presence

FUNCTIONAL drivers  to improve branding functionality

driving purposes communication goals

Name weakness increase name impact & recall

Name confusion increase name differentiation

Design weakness increase visual strength / quality

Advertising breakthrough incorporate the successful element

Legal requirement retain or transfer brand equities

2. The "Tools and tactics" axis

There are four broad tool categories, and up to three layers of categorization within them:

IDENTIFIER TACTICS

Name change borrowed words descriptive

evocative

arbitrary

imported

person

place

created words figurative (phoneme based)

combination of words

abstract

abbreviations abbreviations

initials

acronym

brand existing brand elevated

combination of brands

Logo change wordmark-dominant

typographic only

type plus integral device/symbol

type in, or forming, a shape

symbol-dominant figurative / pictorial

metaphoric

abstract

monogram

 

IDENTITY SYSTEM elements

Visual system typography

graphic devices

palette

Verbal elements formal / legal names

principal unit names / competence list

tag lines

affiliation descriptions

Unit signature systems

monolithic

visual endorsement

verbal or no endorsement

mix of systems

 

SITUATION FACTORS

Corporate-level facts

industry definition

nationality & geographic scope

size

ownership

management

HQ location

architecture

history

competitors

employee behavior

Subcorporate facts competencies

defining units

subsidiaries

brands & products

 

CHANGE EVENT

Low visibility employee mention, functional focus

Medium visibility public launch ads, internal pub'n

High visibility anchors inst'l campaign, staged event