Chapter 9. Brand and Brand Elements

Product, service, or corporate brands, and their related elements, have a substantial impact on your solution. Recall from Chapter 2 that branding is vital to your total success. You can create a great technology, and even a good solution, but a winning solution will be reflected and supported by a winning brand.

Brand elements, which are often woven throughout the product and become, often surprisingly, part of the architecture, need to be managed. Among other things, you need to select which elements will become part of your solution, how these relate to the brand elements of other products, when and how to change them, and how your partners may modify them. In this chapter I will explore brand and brand element management and their influence on creating and sustaining a winning solution.