Brand architecture for an industrial group selling to one buyer through three brands
A brand architecture decision and single message system for an industrial group whose three brands were selling to the same buying committee.
Case details
- Client: Industrial manufacturing group · Marmara region
- Category: Brand and Positioning
- Teams involved: Brand and Strategy, Creative Production, People and Future
- Linked solution: Brand Transformation
Where did
we begin?
The group's three brands were bidding separately to the same buying committee and occasionally competing with each other on price. The difference between them was unclear to the customer and every proposal was explained from scratch.
Perception research on the customer side showed all three brands occupying the same category. Brand architecture options were compared on benefit and risk, and a single master brand with two expertise sub-brands was chosen.
What did we make?
Master brand positioning, sub-brand roles, a shared promise–proof architecture and segment-based sales narratives were built. The identity system and proposal templates were redesigned and the sales team trained on the message system.
What changed?
Overlapping proposals to the same customer disappeared, proposal preparation time fell, and the sales team began explaining the brand within a shared framework.
Which teams
were involved?
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were taken.
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