Natalie Ross

Recent Posts

Leverage Your Corporate Brand to Communicate Brand Purpose

Posted by Natalie Ross on December 05, 2019

 

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Topics: Brand Purpose, Corporate Branding

Focusing your Brand Portfolio – Don’t Bite Off More Than You Can Chew

Posted by Natalie Ross on October 28, 2019

 

Simply defined, a brand portfolio is the collection of brands owned by a company. Often for big companies, more and more brands are created to reach more and more audiences. While targeting more audiences sounds like a great way to build and grow a company, too many brands can cause confusion about each individual brand’s role – and eventually the corporate identity as a whole. The problem many companies face is thinking more brands will make them more successful, however. they lack the architecture and the ability to manage a multiplicity of brands well.

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Topics: Brand Positioning, Brand Portfolio & Architecture, Brand Architecture Strategy, Brand Portfolio Strategy

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