Companies can grow organically or via acquisitions. As a company grows organically, it will eventually start subsidiary companies or develop new brands. As a company grows via acquisitions, it will acquire either other companies or brands. Without a proper brand architecture strategy in place, companies will grow in a haphazard manner.

Brand architecture basically refers to the relationship between the corporate brand and its subsidiary brands. Brand architecture puts in place a map that tells the company whether a new brand they are starting or acquiring will fit into the company’s overall corporate strategy and structure.

Metis is a model that is designed to help companies see clearly what their existing brand architecture is and how it should be designed to stimulate future growth. When used in conjunction with other StrategiCom branding models, Metis is a powerful tool especially for multi-brand or multi-subsidiary corporations.