Is my brand architecture optimised for the omni-channel era? Share Via: And, can it guide consumers, whether they buy online or offline? While trying to purchase a new mobile phone online, my dad called me up for help. He had shortlisted a mobile phone brand offering several models in his budget. But he wanted to buy the âlatest oneâ and alphanumeric variant names like âS15â and âM20â, and âProâ were not giving him the answer. No friendly salesperson was available as a shortcut. Instead, I had to spend a chunk of my time Googling and reading reviews, to...