My background isn’t in marketing/branding/PR but I’m being thrown into an engagement for a small organization who has many different sub-brands. I now how to give them high level guidance on how to ensure their branding and message is consistent. Any resources/books you’d recommend I could crash course this on?

like
Posting as :
works at
You are currently posting as works at

Take a look at david aaker’s work on brand architecture. It’s a strategic exercise in which you assess what is the parent company’s business strategy, and then build the architecture based on that strategy. If the sub-brand doesn’t directly support that strategy then it’s probably not worth spending the marketing dollars to keep its external facing brand alive - it could be folded into another more purposeful sub-brand. Let’s say for example parent company is all about selling affordable home goods, then each sub-brand should be a derivative of that in some way, eg affordable furniture company, affordable kitchenware company, etc. be suspicious of any branding that deviates from supporting the masterbrand

like

How brands grow by Byron Sharp

I wonder why I'm not thrown into a project like this.. Positioning (the battle for your mind) - about marketing positioning and messaging. The different sub brands, do they have the same brand positioning? If not, I don't think we can expect the same messaging.

Related Posts

Hi folks, I am working with a few friends on a fintech idea. I opted to build the marketing roadmapping strategy for the soft launch/prototype phase as I want to learn about the field. Any guidance where should I start? Any guidance, books, topics will be helpful 😊

like

Recent MBAs, can you share what marketing text books and themes were covered?

like

The GTM strategy at my company is not the best or strongest. Does anyone have any books, articles or suggestions on how to learn more about this topic? Marketing wise I feel like my team checks the boxes but every time we are getting for a launch it doesn’t hit the mark.

like

Best books you read this year that aren’t about sales, marketing or prospecting?

like

It's March, and I have done a lot of seminars in Jan and Feb. I've gotten a few clients but would like to increase AUM drastically! Any books, sites or advice on what I can do for marketing?

like

Hello, All! I'm looking for recommendations on inspirational content for women leaders. I follow TEDWomen, many podcasts, and the Women's Conference among other sources. I'd love to hear a fresh perspective on business, trends, tech, marketing, equality in the workforce, etc. I'd love to learn something new. I'm at the VP level and have started a couple of companies, so nothing too junior, but open to many topics. Please share any speakers, books, webinars, or events that you may come across.

likesmart

Imagine you're looking for a remote job at a large company with a sophisticated marketing function, strong manager, and room for growth. Making good traction, but then you're contacted by a company in a niche that FASCINATES you...like you read books about this subject for fun, you'd probably love this job. It's remote, the salary is good, the manager is nice, but you'd be the most senior marketing person; the company is about 200 people. What would you do?

like

Any courses for nonprofit marketing that someone can suggest?also any courses or books for copywriting.. writing for nonprofit marketing please.

like

Hiya! I was wondering if anyone here has any good recommendations in terms of books or learning material that I can pick up to learn about sales and marketing relevant to the consulting industry?

like

Does anyone have good books to read or people to follow on LinkedIn or Twitter who are well known in the B2B Marketing space? I might be transitioning to a new role in B2B from B2C and I want to make sure I’m selling the right skills I already have and learn quickly if I get this job.

like

Any good books for someone trying to understand the business side of marketing? Just got my review an they're asking I bring more of that MBA mindset to projects I'm on.

like

Does anyone here work in book publicity/marketing?

I currently work in B2B marketing and have determined what I really want to do is market books, especially fiction. I'm looking for some insight into the industry to understand if it's possible to make the shift, and if so, what it will take.

If anyone's available to talk, please let me know! Would be very grateful for insights.

like

Hey everyone! Could you recommend any good materials/books/courses on IT services, B2B marketing?
Thanks! 🙌

like

Does anyone have recommendations on books or courses that do a really good job explaining step-by-step on how to start and run a mid-size business (local marketing agency, self storage real estate business, call center for third parties, etc.)

like

Looking for senior designers that knows shopper marketing. Please DM with books!

Any good product marketing related books for those who inspire to become one?

like

Hey all. Seeing a lot of posts here of people sharing their "books". As a marketing strategist looking for a new opportunity, what is essential to include in a book? My work isn't exactly flashy like a designer's might be. Should I put some of my case studies together? Do you all host your books online? Any tool recommendations for creating these?

helpful

I am currently working in advertising with experience on fintech & CPG. I would like to work in tech marketing, specifically Google’s APMM program.
I’ve been studying some PM/PMM books/podcasts/videos, attending Google events, and want to keep learning more to try to prepare myself as much as I can.
What resources helped you get into product marketing/Google?
Has anyone here moved from advertising to tech?
Would love to hear from a marketer about their experience getting into Google.
Thank you

like

Hi Fishbowl Community,

I am making a career switch from Marketing/Account Management into Consulting. Would appreciate if someone can share their path into this field and how they went about finding a case study partner to practice with? Any great books/ or recommended online programs/certifications would be helpful too!

Thanks 😊

like

More Posts

Hi Fishes,

Can someone Please guide me to clear
UBS interview for Automation test Analyst? YOE-2.5 UBS

Hey London 🐠 I have for an interview with a London based firm and a bit nervous given that I am entering in the job market after 3.5 years and that too in a different geography. I have been informed by the recruiter to expect more formal type of interview. Any tips on do’s and don’t that I might miss because of what the general work culture is like in the UK? TIA!

like

Been working FT since 2006 (14 years). Started at 90K and now at ~225K. Net worth is an abysmal 490K (mostly RE and 6 months of cash cushion). What am I doing wrong?

like

Why are there so many emergencies that occur thirty minutes or less before the end of your shift?

like

I am getting 32 lakh pa at oracle. I have around 15 yrs of experience. And I have 1300 units of rsu with me. I just completed 4 yrs in oracle. Now I started a feeling like I am under paid. What you guys think?

like

Does Morgan Stanley provide any reimbursement for certifications(AWS Cloud Practitioner,etc.)?

Anyone switch off Zoom video, to smoke while taking/attending a call?

funnylike

Does RSM allow for Megabackdoor contributions?

like

Anyone know the average comp for a manager and Kearney?

like

Could someone refer me to Stryker?

like

Deloitte India Does any one know What's CEC and it's functions? Some are tagged and some are not, in the same location.. People tagged to CEC get lot of trainings and stuff.. will CEC employee's get more hike% and quicker promotions?!
Is it better to be tagged as CEC? HRs are not saying Deloitte" class="linkified" target="_blank" rel="nofollow" >anything.Deloitte India Deloitte

like

Anyone here who successfully recovered from herniated L4 disc without surgery? Currently pursuing some alternative therapies, just looking for a glimmer of hope. For ref I’m 28 yo, a healthy weight, and fairly active.

like

Going to a wedding this weekend. Is it normal/standard to give money on the couples wedding website as a gift vs. bringing a card with a check in it to the wedding?

like

I recently got in trouble for not having a secure/locked place for all my IEP files. What do you use to keep your files secure?

like

Thinking of moving from government to big law. Any advice, thoughts, etc? I’m worried about the billables and my mental health.

like

Any advice for someone who is looking for his first job in the video game industry? I've just graduated in my higher education in interactive environments and don't get much responses to my job applications

like

In a science middle school classroom, aside from materials manager, secretary, botanist & cleanup... can you think of any other jobs for students?

like

HCB. What’s their deal? Which acc’ts do they have and are they doing quality work?

Hello, What is the salary for Senior Associate role in State Street Corporation at London location..State Street

Hi fishes,

I got an offer from PWC recently for QA associate. I just want to know the WLB in pwc.

like

Additional Posts in Consulting

PWC people, on which paycheck do raises become effective? I'm doing 401K planning and want to make sure I'm maxing everything out :)

like
like

Should I exit consulting for less pay, much less prestigious company? The work seems doable but also don’t see real career growth here. But it’s no longer in the consulting field.

like

I saw a comment on here from someone referencing a book about organisational Psychology and working with different types of personalities, but I can’t find the comment/thread now. Do any of you have recommendations on this topic?

like

Looking to apply for A&M Turnaround and Restructuring Group - Let me know if someone is looking for a referral!

like

How do you guys start caring less about work? I feel like I am overly attached to it and look from validation from my bosses. Is this common?

like

Hot take: Murder on Middle Beach kinda sucked. Seems like the guy used the situation to propel his career

like

Onboarding at EY is it remote or onsite?

like

I don’t feel motivated to do anything. It’s not that I’m lazy, I want to do things but there’s a mental block. How can I overcome this?

There’s no hard deadline for any of my tasks but I haven’t been doing as much as I want to and it’s making me feel like a failure.

like

Going on a long international flight for vacation tomorrow (woo!). Any good book recommendations?

like

EY/EY-Parthenon folks - anyone in data analytics willing to connect? Looking for insights about the business/practice

like

For those with high end watches (i.e. Rolex, IWC, etc.) how did you justify the cost? And at what salary mark did you decide to get one?
Background, I see the appeal but I’m unbelievably frugal

like

Advice for dealing with a subpar manager? I’ve been staffed on a project with a recent-hire manager known to not be great - as far as I know he’s not very on top of things & doesn’t give much guidance (something I need as I’ve recently joined). Does anyone have any advice?

like

Please help, I’m currently working for a startup that was unable to raise its Series B and has started downsizing its staff. I’ve been here only 3 months and I’m afraid the company doesn’t have enough runway considering the macro environment. I want to jump ship but I’m afraid I may be seen as a job hopper, context below:
Job 1: 1 year
Job 2: 5 months (received an admit from my Target school)
Job 3: 1 year, 10 months
Job 4 (current): 3 months
The news of layoffs is scaring me.

like

Hey fish, what’s the easiest (cheapest) way to get Microsoft office suite on a new personal laptop? Does EY offer any discounts?

like

Industry offer for exactly what i want to do. Salary 5% above current, 15-25% above other industry offers. Additional benefits are comparable among them all. Do i still negotiate?

like

I want to wait for cool projects but there is so much pressure for utilization.

like

I accepted a new job offer was supposed to start in about a month. I just got some rough health news that will probably require me to go on a short term disability leave and is just taking a large emotional toll on me right now. I don’t think I’m in any position to start a new job. Is it best to just be honest with the recruiter? This was a dream job and I want to believe that I’ll eventually be well enough to do it.

like

Any females out there planning a wedding while traveling 100%? Tips? Lol

like