Building Brand Architecture
through Sub Branding

Key Takeaways:

• Defining brand architecture as it relates to an organization
  
  
• Determining when a sub brand is needed and how it should live in concert with parent brand’s identity
  
  
• What a sub brand can afford an organization as it grows and evolves

About the Presenters:

Tom Hinkes & Ailyn Kelly, Dotted Line Agency

About Tom:

Tom Hinkes is an account manager at Dotted Line and is passionate about helping companies grow. He has been fortunate to work with national brands like HobbyTown USA, Richmond staples like CarLotz, many healthcare organizations, and has done some of his favorite work with small and medium-sized businesses looking to scale. Through these opportunities Tom has learned the importance of maintaining a dynamic brand presence that can grow and shift with consumer audiences.

Outside of servicing clients you will find Tom enjoying quality time with his new wife, Elizabeth, suffering through his love/hate relationship with Crunch Fitness, or setting PRs on his Peloton. Tom graduated with a degree in Marketing Management from Virginia Tech’s Pamplin School of Business.

About Aylin:

Ailyn Kelly is a senior account manager at Dotted and has a unique blend of experiences that position her well to tackle any branding challenges that arise. She’s had the opportunity to work for large consumer brands such as Home Depot and Old Navy in addition to healthcare, not-for-profit, and B2B companies while learning and engaging with all touch points of their brand. This work helped her cultivate skills in account management, strategic marketing, branding, media relations, event planning, content and message creation, media training, and communication strategy.

When she’s not running from meeting to meeting you can find her painting (check out her website), taking a Pure Barre class, or obsessing over her mini–Australian Shepherd. Ailyn received a dual degree in art history and economics from Washington & Lee University in addition to playing varsity basketball all four years and serving as a member of Kappa Alpha Theta.