This major research paper (MRP) explores how organizations might better diagnose and address systemic misalignments that prevent them from achieving brand-related outcomes. Its aim is to explore whether a “brand system” can serve a cybernetic role. One that helps management more deliberately pursue the integrative effects associated with brand orientation and the consideration of brand as a central managerial pursuit.

By employing a research through design (RtD) approach, it proposes that the “brand stack” might be an effective scaffold which can be used to better understand the artefacts, processes and structures that promote brand values across organizations. The brand stack conceptualizes the brand as a type of control system for the organization; one which can be deliberately designed to promote system viability.

Research consisted of an extensive literature review to situate the work within the fields of managerial cybernetics and strategic brand management, expert interviews, and a generative, practice-based RtD approach.

The “brand stack” was co-designed with practicing brand strategists, consultants and marketers through an iterative series of design critiques and working sessions. Through this process, a diagnostic canvas and “brand system” model were developed, focused on helping marketers drive consistency between business practices and marketing communications.

Through the research process, the “brand stack” is shown to be a valuable concept for business leaders and marketers who believe that brands are valuable intangible resources. However, there are objections and limitations to the proposed model which have not yet been fully resolved.

The output of this exploration is intended to be the beginning, not the end, as the scope of this project is exploratory and generative. It is focused on initial exploration that led to the development of the “brand stack” concept. Limitations, and the applicability of the “brand stack” as a consulting or diagnostic tool, will be explored through future field studies.