Massy is following a Masterbrand brand-architecture (with a few exceptions) where most of their companies are called by the name of the mother-ship. According to the Distility Blog, Brand architecture ” is a higher-level plan of your brand eco-system, so you can determine how to best build and scale your brand over time. Specifically, it sets out your plan to build one brand or multiple brands. And, if multiple brands, what will be the relationship between them? Child? Parent? Sister? Stranger? ”
But we must be careful not to confuse brand architecture with brand strategy. Brand Strategy speaks to how individual companies in the Massy Group, for example, will differentiate themselves from their competitors; Massy Stores from Tru Valu, Massy Motors vs Toyota etc.
Massy has spent a lot of time and money on crafting and executing their brand architecture. However, consumers and customers don’t buy architecture. They choose and buy brands which resonate with them. They buy brands that are relevant, credible, consistent and competitive. They buy and fall in love with brands that mean something special to them.
Massy is a common name for all of the children. However, each company must have its own unique character that connects it to its customers. Think of the Brand Architecture as the musical score of a symphony orchestra, but each section of the orchestra must have its own voice, its own point of difference.
