“Anybody who listens to the BBC’s online radio service will have noticed that their brands have been up-dated. This post is a quick review of what they’ve done and an assessment of if it works.
I find that brand portfolios are always a tricky subject. You find that with any large organization who develop a brand portfolio that they normally start off with little or no regard for the over-all styling in regard to each other. New products or services (shall we call them ‘ventures’) develop as a law unto themselves.
Suddenly, one day a marketing manager wakes up and realizes that the umbrella brand identity (in this example the ‘bbc brand’) seems alien to its children. Then steps are made to bring the portfolio into line so that a consistent style is met across all of them.” (Thanks Monoscope!)