Why Brand Architecture is a Critical Strategic Imperative

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John K Grace

Editor's Introduction: Brand Architecture is a key strategic tool to ensure that audiences will understand what you offer and how they can engage. It’s a critical issue for Shared Services, where businesses often resist having control taken away from them, and the general perception of "paying less for service" all too easily translates into "lesser service." Though often overlooked – our 2014 survey showed just 38% of global SSOs are currently leveraging a branding strategy – its impact can be...
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