Nicole Clark-Darby, Group Marketing and Communications Director for Dulsco Group.The pace of business expansion in the region is relentless. Companies once known for a single service are now evolving into multi-solution offerings through acquisitions, market expansion, diversification and the launch of new verticals. For business growth, this is essential. For marketers, it introduces a more complex challenge: how to structure a brand so it remains clear, credible and able to expand as the company grows?
Risks of brand complexity
When a company diversifies quickly, the biggest risk is confusion. Customers may continue to see you only through the lense of your legacy service — people still see you as the company that does X — long after you’ve expanded. Internally
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Tags:acquisitionsambitionBrandbrand architecturebrand complexitybrand frameworksbrand heritageBrand positioningBrandZ™clarityclearcorporate brandscorporate identitycredibleDulsco GroupGartnergrowthimpactKantarlegacy perceptionsmarketingMcKinseymergersNicole Clark-DarbyParisimaspecialist brandssub brands
