The more fragments you make, the more you need one central brand idea and a usable asset kit
PrincipleBrand Strategy
The more fragments you make, the more you need one central brand idea and a usable asset kit
Fragmentation raises the value of a central brand idea, but not of centralised control - what is needed is a centralised understanding of what the brand is and how it acts. In practice that means distinctive assets that are sonic, stylistic, photographic and cinematic, because those are what creators and influencers can actually use, and many brands simply do not have them.
Source
The WARC Podcast - Four marketing frameworks you need to know (2026)
Tom Roach (VP, Jellyfish / Brandtech Group), interviewed by David Tiltman (WARC)
00:35:11-00:38:01, Tom Roach on The WARC Podcast, April 2026
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