One thought on “If I were CEO, I would discourage departmental brands

  1. Martin,

    I actually don’t disagree with your reasoning. It takes companies of a certain size and culture to be in a position where a “sub-brand” is created (at a dept. level), and for many companies, it’s not feasible. I tend to work with very large, siloed companies where it can occur. I certainly wouldn’t recommend it universally – only where it is appropriate.

    And the sub-brand certainly must reinforce the main company values/brand!

    – SW

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