"When does a brand become a Sub Brand?"
A client asked us this recently and Cody and I didn’t have as clear an answer as we would’ve liked. (Especially for two people who’ve written a book on Brand Architecture.)
– Is it when you introduce fanciful names in your portfolio?
– Is it when you launch a Line Extension?
– Is it when you launch a variety pack?
– Is it when you get a brand-specific tap handle?
Yes. It’s all these things. And more.
Building a Sub Brand is a matter of intent. And there are several layers, or levels, to developing one.
– What are you wanting to build?
– How do you want to structure your portfolio?
– How do you plan to thrive in craft beer’s “new normal” where what you’ve always done might not cut it anymore?
To explore this subject, we’ve put together a 3-part series of BBT newsletters and companion podcasts that will discuss why Sub Brands are such a pervasive strategy right now, the different types of Sub Brands you can build as well as a guide for laddering up and building your own fully executed and scaled Sub Brand.
Here’s a run down on what to expect over the coming weeks.
Issue 1 (Why): Sub Brands.So Hot Right Now. (July 18)
Issue 2 (What): Sub Brands vs. Endorsed Brands: A Closer Look (August 1)
Issue 3 (How): How to Scale the Sub Brand Ladder (August 15)
This series is a BBT exclusive, so if there’s someone on your team you think would benefit from reading along, please forward this email to them or have them sign up here so they receive everything.
Thanks so much for being here.
We’ll be back next week to kick this all off.
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