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- Brand Architecture:
- Monolithic Brand (aka Branded House) - i.e. BMW
- Free Standing Brands (aka House of Brands) - i.e. Syngenta, Monsanto
- Endorsed Brand - i.e. Apple iPhone
- Ingredient Brand - i.e. Intel Inside
- Is AgGateway an Endorser brand? i.e. AgGateway ADAPT?
- Potential AgGateway Brand Architecture:
- Master Brand = AgGateway
- Ingredient Brand = Enabled by AgGateway eAgriculture Resources
- Branded Platforms = AGIIS, ADAPT, AIDC (these should be officially trademarked by AgGateway)
- Trademarked Elements = Core Documents
- Recommendation: use "ADAPT Data Model" instead of just ADAPT
- AgGateway has distinct markets it addresses: Ag Retail, Supply Chain, Precision Ag
- Align along an axis of (vertical) Supply Chain and (horizontal) Field Operations. Third axis may be grower business emphasis
- Problem is how to address/reach the middle group in the center of this graph (see photograph)