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

Breaking Down Brand Portfolio Strategy

Posted by Mitch Duckler on September 27, 2019

Brand portfolio strategy and architecture are critical components of a successful brand strategy. These are complex, highly nuanced topics, with entire books written about them. Unlike many other elements of brand strategy, most of the fundamental theories and premises of this topic are as relevant today as they were when they were initially developed.

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

Why Employee Engagement is Key to Building a Powerful Brand

Posted by Mitch Duckler on August 22, 2019

Once upon a time, in a land not so far away, visiting a chain bookstore meant having the chance to chat with an associate that could actually talk to you about the books on the shelves. Some stores even tested newly hired staff on their literary knowledge to make sure they could manage customer questions. Recent years, however, have seen working at a big box bookstore become more of an ordinary retail job than a reader’s dream job.

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Topics: Brand Strategy, Brand Engagement

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