FutureBrand news, views & insights: December 2023
Before and after
We get asked a lot about brand architecture.
I mean, a lot.
And more recently, a lot more.
Whether it’s because companies are coming out of their post-COVID cocoon and realising it’s time to prune the portfolio, or because the cost-of-living crisis is taking hold and shrinking consumer budgets are shrinking company budgets, I honestly don’t know.
What I do know is that it’s definitely not one-size-fits-all: neither the problems that surface, nor the solutions proposed.
If you search for brand architecture, it looks like this:
It’s all very neat and orderly.
Which is not necessarily realistic for many organisations dealing with the complexity (or at least the ambiguity) of our modern world. And discussions about whether the organisation is a ‘branded house’ or ‘a house of brands’ can be helpful in principle, but soon enough they trip over the practicalities.
There is a knack to brand architecture. Specifically, there are two all-important approaches that can help ensure your brand architecture builds a positive outcome.
Before you can get your house in order, first start by understanding how your customers’ needs intersect with your business – and by focusing customers first. (After all, the essence of brand architecture is to provide customers with the signposts they need to navigate your business, products and services, so it’s only natural to stand in your customers’ shoes.)
Once you’ve planned your ideal brand architecture, be mindful that your brand architecture is only that – a plan – and it needs to be delivered to make a difference.
After brand architecture comes brand experience, so that you can turn the strategy into reality for your customers and employees alike.
Search for brand architecture and you’ll find myriad models, but what matters most is what you do before and after.
Transforming brands into gold
As soon as we started working with Funlab, we realised there was something magical about what they do by turning ordinary activities into extraordinary experiences.
Hijinx Hotel, Strike, Archie Brothers, Holey Moley and more.
Rebranding Funlab has been an equally transformational process, and one that turned into Gold at last week’s Transform Awards.
🏅Best Brand Evolution (Consumer)
🏅Best Use of Typography
🏅Best Visual Identity in the Sports & Leisure sector
In the words of the judges, the Funlab brand is now “oozing fun and joy” and complemented by "strong and measurable results."
I couldn’t have said it better myself ;) …and you can read all about it in this case study outlining the brand’s shift from a corporate identifier to the driving force that imagines, creates and sustains experiences for the world to enjoy.
“Think big, start small”
Great advice from our Brand Experience Director, Sam, on how to turn your brand's strategy into reality – and just one of the insights to be drawn from a story he wrote for Mediaweek, thoughtfully informed by the data from this year's FutureBrand Index.
And of course, you can always read this year’s FutureBrand Index to glean your own insights – if you ask me, this sector-by-sector perspective is often a helpful place to start, just click the drop-down menu to toggle between the top sector drivers.
On parental leave
Our General Manager, Christina, has also been in the media, this time writing for AdNews on her parental leave and caring for her daughter – while remaining connected to our team.
In her own words:
"On reflection, perhaps the key was continual inclusion without the expectation to participate. Ultimately, I was in control and could dip in and out without feeling a sense of obligation or a sense of failure during intense parental responsibilities."
Christina’s reflections offer a distinctive perspective and all I can say is that they are well worth a read.
Ash, Freya, Bella…now Billy
Since kick-starting our paid internship program last year, we’re happy to welcome to the team our latest intern, Billy.
Ours is a program we’ve designed exclusively for regional and rural students in order to encourage greater diversity in the creative sector. It’s founded in an understanding that diversity plays a pivotal role in fostering creativity and a belief that we can improve the creative industry by extending the pathways for more diverse emerging talent.
That’s why we offer paid internships exclusively to students from regional and rural areas, including free travel and accommodation, in order to help remove the hurdles – geographical, financial, and so on – and therefore make it easier for those people to find their way into our industry.
Billy is currently studying at Deakin University at their Geelong campus and just reaching the mid-point of his internship with us. Which is the point at which I like to meet our interns for a chat so I can learn about their internship experience and help them make the most of it.
Suffice to say, it sounded like Billy didn’t need any more help from me.
“It’s an amazing opportunity to implement my existing skills in a real work environment and build connections with people who can help me even more in times to come.”
I’m excited to see how much further afield our regional internship program can take us – and more importantly, how much further it can take our interns.
That’s it for another month – and for another year. I hope you enjoy reading and find some useful insights for your own businesses and brands. As ever, happy to hear all and any feedback, and happy holidays.