For years, marketing executives wanted to have a 360-degree view of their customers. At first, it was a matter of collecting the data. Now, we have the opposite problem. We've got so much data, we need new ways to collect and use it.

Let's face it: The term "Brand Architecture" sounds like one of those fancy marketing terms that goes along with "synergy" and "best practices." But, when your CMO comes to you and says that you need a strong brand architecture so that your customers can have a clear understanding of the value proposition for the entire brand family, what does that really mean?

In business, digital marketing used to be relegated to just a side dish. It was nice to have, but it wasn't the central focus of your marketing campaign. Most businesses spent the bulk of their marketing dollars on email marketing and other non-digital forms of advertising.

Originally posted to LinkedIn on September 11, 2018