The matrix
DRIVERS
TOOLS
The Corporate Brand Matrix is a tool for planning, sourcing, budgeting and staffing institutional rebranding programs... and a tool to help clients, consultants and designers speak the same language. By 'plotting' the historic mix and importance of rebranding drivers against the actual tools used, with benefit of hindsight we can identify what usually works best and why. We can then better understand the strategic issues, creative opportunities and process requirements of a potential future rebranding.
| TOOLS | |||||
| 6 IDENTIFIER TACTICS | 11 IDENTITY SYSTEM ELEMENTS | 14 SITUATION FACTS | 3 CHANGE EVENT LEVELS | ||
| D R I V E R S | STRUCTURAL 2 drivers, 5 goals | x | x | x | x |
| STRATEGIC 6 drivers, 12 goals | x | x | x | x | |
| FUNCTIONAL 5 drivers, 5 goals | x | x | x | x | |
The Matrix Case Data Entry Form lists all 22 drivers/goals, and 34 tool categories:
Download Case Data Entry Form in English Download Case Data Entry Form in Russian