Challenge:  Promethean, a leading educational technology company, needed a branding strategy within the context of their new corporate parent and siblings. NetDragon, the parent company, wanted to create an new umbrella brand; however, there were already two strong brands with high awareness in the portfolio meeting the needs of two separate targets, the school district IT administrator and the teacher. 

Approach: Mapped out the brand hierarchy and architecture, using data from a recent brand equity monitor study to show high awareness of existing brands. Included key user and buyer targets and product positioning/equity in the architecture to demonstrate that a new umbrella brand would not simplify the branding, but rather would layer additional complexity that may not be relevant to several key audiences. 

Result: Convinced management that the existing Promethean and Edmodo brands were strong and highly relevant to each of their key audiences and should not be subjugated to a new brand (Elernity) that would take time and resources to build.