Brand Strategy « Merriam Associates, Inc. Brand Strategies

Merriam Associates specializes in branding that gets results. Everything we do systematically generates leads, closes sales, boosts profits, and builds a solid reputation for your company and your products or services. Our background combines the rigor of global Fortune 500 companies with the tenacity of successful entrepreneurs.

Lisa Merriam NPR Interview on BP

Lisa Merriam interviewed on NPR about the fate of the BP brand

Scott Neuman of NPR asked me about the possible boycotts of BP. I explained that brand is not a driver for people buying gas. Location is most important. People will literally not drive across a median to reach a gas station on the [...]

Toyota Brand Still Strong Despite Recalls

How are the recalls and bad headlines affecting the Toyota brand? In Context Opinion hit the parking lot to talk to everyday drivers to find out if the brand is in trouble.

What we heard is that people still value the brand—some passionately. While some people are concerned about the way Toyota initially handled the recall [...]

Brand Architecture: Strategic Considerations

What is the best structure for your brand portfolio? The answer depends on a number of strategic considerations:

Audience Diversity
What are the target segments for your brand? Is the brand focused on just one audience or must it appeal to many?

Brand Elasticity
How far can each of the brands stretch to cover different [...]

Approaches to Brand Architecture

Companies manage their brand portfolios through a number of brand architecture structures, driven by company culture, markets and customers, and goals.

Single Unitary Brand Architecture
One brand creates a single powerful image, sometimes with a descriptor.

Marketing is more efficient. With one brand front and center, cross selling and cooperation are easier. The brand can lose [...]

Heavy Equipment Branding

While buying a steam roller is very different from buying a can of soda, brand still matters. We talked to heavy equipment operators at work sites around the Chicago area to gather their opinions about construction equipment brands.

How Do the Brands Compare?
Caterpillar and John Deere are the dominant brands. While competitors have multiplied and [...]

Rebranding Proxios

Outgrowing the Brand
Proxios had its beginnings as a small technology infrastructure outsourcing company called SuperServer. The company has grown beyond its Richmond, VA roots to have a national reach and had made significant investments in cutting-edge technology. They needed a brand that would convey the true stature of the company and give it a [...]

Lisa Merriam NPR Interview on BP

Toyota Brand Still Strong Despite Recalls

Brand Architecture: Strategic Considerations

Approaches to Brand Architecture

Heavy Equipment Branding

Rebranding Proxios

What is a Brand?

Does Your Brand Architecture Support Your Business Strategy?

What is Brand Architecture

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