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Online university needed to realign their brand architecture
Client description:
For-profit online university
Challenge:
Online university owned and operated a number of university brands. Management desired to review the brand architecture with hopes of collapsing brands and renaming certain brands.
Methodologies:
Focus groups
The result:
We determined that the ideal brand strategy would be a validating brand under individual brand names with some collapsing of brands possible. We also determined that the proposed validating brand names did not resonate with end-users but through a laddering process of moderation we determined the attributes of a winning brand, many of them counter to the client’s hypothesis.
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