Good thinking about modern brand architecture
Barkley describe themselves as "an independent creative idea company that builds whole brands for modern consumers, employees and all stakeholders." They promote an idea that they call The Whole Brand. They define a whole brand "as one that sees everything it does, inside and out, as the brand. Guided by a strong purpose, these brands measure success holistically — looking at profit, performance and the impact they have on the people, planet and communities they serve."
In a very good piece of content marketing, they promote their invitation to potential clients with a State of the Whole Brand report. No, it's not scientifically objective. They are selling themselves, but they've done enough research to be believable, useful and relevant. It's worth giving up your email address to download and read it. Colleagues, clients and readers will recognize themes that I espouse.
Article: How to Build a Whole Brand — and Why You Want to
Download: State of the Whole Brand, 2022