A Brave New Podcast

Author: Josh Dougherty

Great marketing is all about making smart decisions, developing your discipline, understanding and meeting the needs of your prospective customers, and putting in place the right systems to make the whole process easier. A Brave New Podcast, with brand and marketing strategist Josh Dougherty, is here to teach you how to truly unlock your business potential through the power of marketing! Each episode will bring you insights, best practices, and top strategies from a variety of business leaders and marketing & sales experts. Tune in to A Brave New Podcast to learn how to build a more memorable brand and accelerate your growth with bold marketing.
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Language: en

Genres: Business, Marketing, Technology

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Brand Architecture Basics with Josh Dougherty
Episode 93
Thursday, 1 May, 2025

Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based branding agency that crafts bold & memorable healthcare brands. They have specific expertise in healthcare technology, employee health & wellness programs, and hospitals & providers. Josh has 15 years experience building new brands from scratch, refreshing existing brands and building strategies to bring those brands to life in the market. What you’ll learn about in this episode: What brand architecture is and is not Why brand architecture is an essential part of your brand strategy The four most common brand architecture frameworks Branded house Sub-brands Endorsed brand House of brands For each framework Josh dives into Real world examples from the healthcare space Strengths Weaknesses When you should take time to evaluate your brand architecture Why it's essential to keep a constant eye on the interrelation and interactions between your brands and/or products Additional resources: Josh Dougherty on LinkedIn Information about Josh's keynote, The Memory Curators Branding Fundamentals eBook Brand Portfolio Strategy by David Aaker A Brave New’s Website