Brand architecture

We have to think about the competitive advantage of these four things.

Innovation, Brand, Architecture, Strategic Assets.

So what we have done in the book is built in each chapter, whether it is Bajaj Finance, whether it is Dr. Lal, whether it is Divis, we have used this framework.

Innovation, Brand, Architecture, Strategic Assets.

We have used the framework to give you the reader an in-depth sense of why great companies have modes which are almost unassailable.

And why as Salil said, because of the different time these modes keep getting stronger with every passing year.

So in this way, there is alignment and there is a coherent narrative between your personal objectives as a leader and the objectives of the company.

So the moment you have a, a brand architecture and a strategy in place, they follow a specific direction.

There is a specific framework that makes people act in a certain way, they perceive you in a certain way, and then that's where they trust you enough to buy from you or to pay for from you.

Brilliant.

And we've got an incredible stack of sources guiding this deep dive for you today.

We are pulling from a strategic guide on brand architecture and extensions by Chris, a deeply data-driven report on customer lifetime value versus customer acquisition cost by CleverTap.

That one is so eye-opening.

Oh, absolutely.

You need a foundation.

Exactly.

And according to the Chris text, that foundation is called brand architecture.

Yeah.

And I feel like I've seen this happen a lot in a lot of companies.

For example, brand architecture.

And when people and teams discuss brand architecture, And this often comes up when you launch multiple products and services or adding new features.

You have to look at the brand, multiple products and features.

What happens is that teams often treat brand architecture exercise as more like a creative exercise.

versus really anchored that around product experience as well as business strategy and roadmap.

And when you only treat brand architecture more like logos and creative, the power doesn't really come up.

You miss a really big component to leverage what you build to guide business.