Growing organizations often find themselves at a stage in their development in which the number of brands and named products that they are managing has become too difficult or too expensive to manage. This could be due to a series of mergers and acquisitions or just the continuous growth of new products and services over time.
LexisNexis, a leading global brand offering legal and professional solutions was faced with these challenges. The Blake Project was selected to help them think through the logical, strategic and relational structure of their brands. As part of our process we measured the equities of each brand in question using our proprietary research methods.
Our efforts resulted in a clear brand architecture strategy for future mergers, acquisitions, naming and growth.