Brands are more powerful then we give them credit for.

They have the ability to act as short hand; as a sign to the world that sets a level of exceptions. The brand is the trust and the reputation around an idea, service or product - it is the stereotype and stigma.

We can use these power of brands more often with the concept of sub brands. A sub brand is just as it sounds: its a sub component of your main brand - but what does it do and how is it used?

It acts as a way to set expectations and trust instantly with a complicated idea that maybe under your brand. For example, Amazon created a sub brand called Amazon Prime. St its origin there was nothing really innately new about the idea. It was free two day shipping - that had existed before. What made it successful was not that it was called "Amazon free 2 day shipping annual membership" - it was because it was presented in such a way that was easily digestible to the customer at hand people felt they were joining a group of people and getting a deal at the same time.

If you have something complicated under your brand that you need to explain to customers on a regular basis - use the power of sub brands.