Moving from a ‘house of brands’ to ‘hybrid branding under a parent brand’
Acteon’s strategy was to move from a collection of individual brands operating under an umbrella name to a more formal hybrid-branding approach. The branded services, product lines and expertise were to be structured into eight strategic business segments that aligned with customer needs. These segments would combine the overall Acteon brand with the strongest existing brand in each segment. We helped define how these would be presented and described.
Times change and company activities change with them. Familiar product and service brands are re-named, retired, merged or moved to new homes. And the effects of these changes are felt most keenly at the client interface. Those who manage brands want to ensure that any new structure brings clarity and attracts new business, without alienating existing customers. This was exactly the challenge that we took on when we helped a major engineering group modify its service structure branding.