When a new company begins an integration process to become a COWI company, we use the Brand Architecture tools to decide which journey they have to take.
The direction and duration of the integration process depends on various factors. Each brand
integration process will be decided individually based on the Brand Architecture Tools and
whether the company is considered a Regional Market Leader (RML) or an International Specialist
Leader (ISL).
Brand Architecture Quick Guide
We've made a short animated film to make it easier for you to understand how we work with
Brand Architecture in COWI. You decide in which order you watch the Introduction and the
three Brand Transition processes: Regional Market Leader (RML) with a fast track, Regional
Market Leader (RML) with a moderate track and International Specialist Leader (ISL).
Turn up the volume and enjoy the show.
