Navigating B2B brand
architecture: house of
brands vs. branded house with Ifeoma Jibunoh, Group CMO of Cassava Technologies

Brand architecture is often treated as a structural or design choice. In reality, it is a leadership decision with emotional, political and commercial consequences.

Benedict Buckland hosts Ify Jibunoh, Group CMO of Cassava Technologies, to discuss house of brands versus branded house through a human and change-management lens. Jibunoh explains that Cassava’s brand architecture decision was a leadership stewardship choice, balancing future ambition with decades of equity in established brands across 30+ African markets.

Although internal sentiment leaned toward a branded house to signal modernity, research on awareness, trust and customer relationships supported maintaining a house of brands, with Cassava as the ‘endorser brand’ to share portfolio equity.

She describes mixed board reactions, underestimated emotional resistance and lessons on earlier stakeholder engagement. Post-decision challenges included governance, brand roles, internal storytelling, go-to-market redesign, training and behaviour change, emphasising that brand architecture is business transformation, not just marketing.

00:00 Welcome

00:37 Why brand architecture matters

02:24 Cassava context

05:45 Why ‘branded house’ was a temptation

08:03 Choosing a ‘house of brands’

12:28 Boardroom resistance

14:49 Managing emotions and buy-in

16:40 The change management playbook

24:28 Breaking silos across teams

alan. MD Benedict Buckland speaks to CMOs and marketing leaders to uncover the most uncomfortable truths in the world of B2B. Listen here, or wherever you get your podcasts.

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