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

How to Ensure Imperatives of a Successful Brand Portfolio

Posted by Mitch Duckler on October 19, 2018

The key to developing the right brand portfolio is balancing how many brands you need to achieve your business ambitions against how many brands you can afford to support with the available budget.

Most marketers don’t wake up one morning and realize they have a problem with their brand portfolios. The vast majority of organizations have never explicitly considered how many brands they need (their portfolio) or the structure and manner in which those brands are viewed in consumers’ minds (brand architecture). Furthermore, despite the relative lack of corporate attention placed on them, portfolio and architecture issues are the primary source of brand pain and profit loss in most of the companies with which our brand consultant partners have worked.

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Topics: Brand Architecture Strategy, Brand Strategy Consulting, Brand Portfolio Strategy

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