I was reading about the NY Public Library yesterday and its Beaux Arts design, which led me to look up Beaux Arts (pronounced Boh-Zahr) in Wikipedia. Love Wikipedia. The Parisian Beaux Arts school was big in the late 1800s lasting until the first quarter of the 1900s in the U.S. As architecture goes this stuff blows away today’s glass and steel. As I read I wondered why the word is so often used in brand strategy.
Brand Architecture, me thinks, borrows too much from its building architecture paternity. In building architectural classifications are a somewhat open set of guidelines and schemes and materials. In brand planner, practitioners also have guidelines and tools. Many individualized.
I work in master brand planning, the one that drives subsequent briefs and tactics so I like to stay away from this interpretive guideline thing. I like to be extremely explicit. Brand Strategy in my practice is one claim, three proof planks. The marketing and comms are either on claim or they are not. It support a proof planks or it does not. Brand strategy is either open or closed. No room for interpretation. No schools. No architecture within which to operate. Is and 0s. On or off.
This marketing environment is not limited. It does not lack for creativity. All buildings do not look the same. They are just built to last. Flourishes yes. Ephemera no.