Mountain on brand architecture


We Are Mountain. We are Brand Tailors because every brand needs a tailored solution to be successful.


Concepting opens a world of inspiration and opportunities. Combining the world around us as the foundation of our inspiration with the business challenge to steer the practicality of solutions. This generates opportunities that are aspiring in their thinking and feasible in their execution.

A great concept starts with a clearly defined plan of approach based on understanding the clients wishes combined with the aspiration of the world around us. If we are able to connect that spark of magic to the reality of the project, something magical can happen.

Concepting for us is not just limited to design work. Concepting can also be the starting point of the exploration of the possibilities of a brand in relation to portfolio development, trends, business strategy or innovation. The power of great concepting is a lot bigger than is often thought. It gives us as brand tailors at Mountain the possibility to discover new chances for brands earlier in the process.

Mountain Tools

To make sure we can help your brand effectively explore different ways of growing, we have developed our own set of strategic tools. With these tools we are able to help you define the right approach and come up with a wide set of answers to the challenge. In order to help you create a logical and effective brand architecture, we helped develop the Brand Fan tool.

Brand Fan

Brand architecture challenges are complicated. The amount of information is hard to manage, as are the consequences of potential portfolio solutions. The Mountain BRAND FAN model visualizes and simplifies the current and desired brand portfolio strategy and brand architecture. It is an instrument to help direct portfolio decision-making and management.

The model is based on the dynamic relationship between the degree of dominance of the mother brand versus the degree of dominance of other (sub) brands, category names, and proposition names. The dynamic relationship is important, since, in practice, brand portfolios are never static. The Mountain BRAND FAN translates a complicated phenomenon

like brand portfolio management into a comprehensible and practical instrument, even for non-branding professionals from the lowest to the highest level.

Below you will find two examples of cases where we have built a clear brand architecture.