Connecting the brand to the business strategy, through relevant brand architecture
, is the Holy Grail for many companies. According to Interbrand, German multinational Allianz is the master in this field. The numerous entities owned by the insurance, finance and asset management giant are now grouped under a single brand across different countries.
This successful approach capitalizes on the trust and reputation of the core brand, but can present certain risks if it is not managed correctly. Every experience, at every moment and in every business unit, must be aligned with the very essence of what the brand represents. And this must be crystal clear to everyone in-house. It is therefore essential to define the common denominator and keep it alive.