We don’t talk much about “business model” here on the newsletter, and really, it’s because we aren’t treating brand management as a business. But business model thinking and brand architecture have a lot of similarities, and the fact that you need to sell your brand to business leaders who think in business models suggests that there might be something interesting in the intersection here. It’s not just how you make money, it’s how you use everything in your ecosystem and how you differentiate yourself (sound familiar?). Anyway, here’s the formula for business model innovation.

Brands take time to fine-tune their position, to develop enough validating and confirming evidence to even be taken seriously. But all too often, employer branders have built something more flimsy than a true “brand,” find an “issue” and try to re-brand. So ask yourself: why are you re-branding?