How to manage a portfolio of brands
Portfolio Management is an investment strategy to deliver maximum payback for the company using a collection of brands. A portfolio of brands requires a diverse set of investments. Each brand needs to be carefully selected to meet specific goals. Marketers must allocate their budget to achieve the desired goals across the portfolio requires an external […]
How to lead a SWOT analysis
Before planning where to go next, you must understand, “Where are we?” A deep-dive business review should take a 360-degree view to examine issues related to the marketplace, consumers, competitors, channels, and the brand. For the brand plan, summarize the factors driving the brand’s growth, the factors inhibiting the brand’s growth, the untapped opportunities, and the […]
Starbucks Case Study 2024 – Rebalancing the Coffeehouse Experience
Starbucks, the global coffeehouse giant, is once again at a crossroads. Much like in 2008, when the brand faced an identity crisis and financial freefall, the company now finds itself grappling with challenges in maintaining its core coffeehouse experience. Under the leadership of new CEO Brian Niccol, Starbucks is poised to shift focus back to […]
Brand Management is Business Management
The best in brand management run their business as general managers. They partner with sales to drive revenue growth. The marketer creates demand through a brand positioning that motivates the consumer to want to buy while sales get the brand onto the shelf to match where consumers shop. The marketer must partner with operations to build […]
A simpler way to use brand strategy to help your brand win
I hate when marketers overly complicate brand strategy. They mistakenly consider strategy the more intellectual part of business, so they use big, vague words to try to sound smart. The people who execute don’t know what words mean. We will explore how our Strategic ThinkBox can trigger deeper strategic thinking and help develop the best […]
Rebranding disasters: Cautionary tales from the biggest branding mishaps
While successful rebranding campaigns can propel a brand to new heights, not all rebranding efforts have a happy ending. In this post, we’ll examine some notable rebranding disasters that provide cautionary tales and valuable lessons for marketers who might be working in branding. Before diving into the examples, it’s crucial for marketers to consider one […]
Brand architecture strategies to organize your brand portfolio
Brand architecture refers to the way companies organize their brand portfolio to ensure clarity, consistency, and alignment across all levels. In this article, we will go through the branded house, house of brands, and the hybrids that use a little of each. A well-structured brand architecture can help companies manage their brands effectively, differentiate themselves […]
Red Bull case study: The courageous pathway to becoming a beloved brand
As a leading energy drink brand, Red Bull has become a household name across the globe. The brand is known for its high energy and exciting marketing campaigns. As well, Red Bull takes an innovative approach to product development. In this post, we will take an in-depth look at Red Bull’s marketing execution, exploring how […]
Everything that you need to know about Nvidia’s success
Nvidia, now one of the world’s largest market cap companies, feels like the company that so few know about. From its humble beginnings as a graphics chip designer, Nvidia has transformed into a powerhouse driving the future of computing. Our Nvidia case study delves into the strategic pillars that have propelled the Nvidia stock price to […]
Brand Differentiation: Fixing indifferent brands stuck in the clutter
In today’s crowded marketplace, standing out is a necessity. However, many brands remain lost in the noise, indistinguishable from competitors. These are indifferent brands—brands that behave more like commodities than unique entities. They struggle with low awareness, low purchase rates, and even lower brand loyalty. But with the right strategies, even the most indifferent brands […]
