Brand Architecture Basics

Three pieces that should get you started on what brand architecture is: Building your brand by Martyn Tippling, International Brand Architecture Development, Drivers & Design by Susan, Samuel & Edwin and The Future of Brand Architecture by Research International. Piece 1 is clearly written by a practitioner. Piece 2 is quite academic. Piece 3 sows some seeds of doubt in your mind. If you're into brand bull shit, this should be good fodder for you.