Brand Portfolios & Architecture19

A recent client workshop highlighted the challenge of what I call "overbranding". This is where new products or even just new  features get their own shiny new brand, including a…

Brand architecture can be a theoretical and over-intellectual process that takes place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where a company tries…

Jaguar Landrover's brand portfolio strategy hit the headlines last week. The upmarket care maker announced plans to drop the Land Rover brand, as part of its "Reimagine" strategy. The company will…

This week saw news that Coca-Cola was killing off the Lilt brand of soft drink. The Lilt product is being re-launched as Fanta Pineapple & Grapefruit. This could be seen…

How does a company with a core business of selling physical books survive and thrive in a digital world? This is the challenge Pearson has tackled over the last decade…

It was interesting to watch Coca-Cola CEO James Quincy talk about portfolio focus in a CNN interview (1), one year after we posted here on his plans to cut a…