Architecture Strategy
admin
2018-06-26T20:43:35+00:00
Decisions revolving around corporate Strategy revolve around three primary options: Growth, Stability, or Renewal. An existing brand can be transformed through Renewal, while Growth is often part of a start-up, an industry that presents new opportunities, or an enterprise that continues to identify new areas to add-value. Stability is a lower risk approach.
Pricing, messaging, look/feel and PR all flow from Strategy. Positioning is ultimately dictated by Strategy. The key to successful positioning is clarity. A brand must focus on creating the right to win in a specific category. In turn, positioning impacts the Brand Promise made to prospective customers and those already interacting with the brand.
The left side of the pyramid illustrates the principles of Business Architecture, in which Strategy inspires Business Models, which in turn define Business Processes. Enterprise Value Integration (EVI) introduces two new breakthroughs in this realm. First, EVI aligns Brand Architecture (right) with Business Architecture. Secondly, EVI designs and implements financial analytic systems to measure inputs, transformations, and outputs associated with each business process and each customer segment. This enables brand promises to be met in a more sustainable and profitable way.
The right side highlights EVI’s approach to Brand Architecture. Strategy is closely associated with Positioning. Business Model is correlated with Brand Promises. Business Models have a significant impact on Customer Experience(s). Business Architecture is structured around internal systems, such as cloud computing infrastructure. Brand Architecture is innately external. EVI is passionate about each customer’s interactions because experiences are essential to earning loyalty, upselling additional services/products and building equity.
