Two-brand dissonance tool

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Question – what happens if I am managing two or more brands with different positionings?

Answer – there are two possibilities:

1. that the different brands are entirely unrelated and it is not a problem if they compete or even set out to undermine each other

2. alternatively, you may wish to manage them in such a way that they remain differentiated but within a broader proposition in which they both play their part and must support

The "Two-Brand Dissonance Detector" tool is for where you have two brands which must work alongside each other, maybe to help build each other, or at least not to undermine each other.

It is therefore a reversal of our "Brand Overlap" tool which ensures that two brands are differentiated. With the "Two-Brand" tool, the brands must be differentiated, but then, if you own both brands and want them to work in tandem, they must be differentiated in a mutually-supportive way.

This tool will be particularly useful if you are considering a co-branding programme and you wish to match the DNAs.

In more detail

The process is therefore extremely simple:

1. define your first brand
2. define your second brand
3. compare the two brand profiles and identify differences and areas where a resolution is needed

This tool can be bought here.

We can help you in two ways - we have a mass of smart strategic brand marketing tools, processes and workshop techniques for you to use, and a mass of smart brand marketing agencies as members across the world with niche knowledge and experience to support you thereafter.

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