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

B2B Marketing: The Provocative Truth · Mar 5, 2026 · 31m

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…