What is Brand Architecture?July 14, 2021
Brand architecture describes the way sub brands sit in relation to the parent brand within the broader organisation, their relationship to one and other and are used together.
When CAT, one of the world’s best-known industrial brands, was ready to enter new territory and release its first on-highway truck, it wanted the launch to be something special. IMA’s idea – taking the launch to Uluru in Central Australia – was the perfect solution. It ensured the event was something that nobody who attended would soon forget, and that the new vehicles received the welcome they deserved.
IMA knew immediately that the launch of CAT’s first-ever truck was worth making a song and dance about. A world launch targeting the elite of the Australian trucking industry, Australian motoring journalists and key international executives, it called for a special location. So, they took the event to the most special place of all in this part of the world, Uluru. Holding an event of this magnitude at this iconic, yet remote location took some effort. Nevertheless, IMA successfully managed the event from start to finish. Our efforts included:
Despite the logistical challenges of holding an event of this type in the Australian Outback, the CAT TRUCKS launch went to plan and without incident. Attracting extensive media attention and a near-100% attendance rate, it was a major success for both CAT and IMA.
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