Just read a great white paper from HUB Magazine that you can pull off their site (www.hubmagazine.com) written by Martin Bishop of Landor Associates (www.Landor.com).
As Brands look to grow, via new services or acquisitions, they must decide that new brand or service falls into their existing brand architecture.
The paper looks at two sides: one umbrella brand or many? It also offers an innovative tool that can help you evaluate which side of the fence you should land on.
SpB
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