BAsys™ Brand Architecture Automation and
Brand IP/ABCs
Master-McNeil's brand architecture practice, going
back to 1989, has provided us with a unique perspective on what
works, and does not work, in brand architecture. Some years ago
we recognized that the most powerful benefits of brand architecture
only accrue when it is thoroughly disseminated throughout an organization,
and becomes part of everyday business life. This observation led
to our invention of BAsys™, our patented brand architecture
management application.
The BAsys™ brand architecture management system
begins with a tutorial, which educates users regarding brand architecture
and naming policies. Next, BAsys provides specific processes and
methods for determining where a product or service fits in the
architecture, and how to identify it. An automated process for
requesting and approving names, including tracking progress of
the request, follows. The BAsys™ application is highly customized
for each company.
The BAsys™ system enables companies to streamline,
leverage, and automate the benefits of brand architecture throughout
their organizations worldwide. These benefits include the ability
to align naming and branding practices with corporate strategy,
values, and messaging; to ensure that branding investment occurs
at the appropriate level; to eliminate naming fire drills; to
harmonize naming and brand architecture worldwide; and to speed
time to market. For these reasons, BAsys™ is especially valuable
for large, geographically dispersed companies, which own a large
number of trademarks, and generate a significant volume of name
requests
The tutorial portion of BAsys™, called Brand
IP/ABC's, is also available separately. Brand IP/ABC's raises
the bar of shared employee knowledge of intellectual property,
trademark, and brand matters. Increased employee knowledge yields
a deeper understanding of company brand values and strategy, as
well as greater vigilance regarding the protection of company
IP assets. Customized for each company, typical sections of Brand
IP/ABCs include Brand Strategy, About Trademarks, Trademark Selection,
and Our Naming Process.
