Brand Portfolios & Architecture Archives

Oct 25 2023

ITV’s strategic brand stretch pays off: ITVX

By David Taylor Brand Portfolios & Architecture, Brand rejuvenation

I was lucky to work back in 2021 with ITV on the revitalisation of ITV, including the strategy for fully stretching into streaming. I posted in November last year on…

May 03 2023

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Ditching Land Rover: bonkers brand portfolio strategy?

By David Taylor Brand Portfolios & Architecture

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…

Feb 21 2023

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KILLING LILT: COCA-COLA BRAND FOCUS IN ACTION

By David Taylor Brand Portfolios & Architecture

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…

Dec 16 2022

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PORTFOLIO STRATEGY for GROWTH: PEARSON

By David Taylor Brand Portfolios & Architecture

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…

Oct 11 2022

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Facebook and the Metaverse: losing focus on the core?

By David Taylor Brand Portfolios & Architecture, Naming

Facebook founder Mark Zukerberg's 'pivot' to put all his eggs in the metaverse* basket hit the headlines this week, for the wrong reasons. "Zuckerberg's bet on the metaverse grows riskier,"…

Dec 14 2021

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Portfolio focus pays off for Coca-Cola

By David Taylor Brand Portfolios & Architecture

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…

Nov 03 2021

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Meta: the good, the bad and the ugly of Facebook’s name change

By David Taylor Brand Portfolios & Architecture, Naming

The change of Facebook’s company brand name change to Meta hit the headlines last week. In this post, I take a practical look at the good, bad and ugly aspects…

Jun 14 2021

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Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”

By David Taylor Brand Portfolios & Architecture, Brand-led business, Naming

I read with interest the Dixons Carphone group’s planned name change linked to brand portfolio rationalisation. In this post I explore why this change is strategically sound, in contrast to…

Feb 10 2021

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7 brand building steps that doubled Peloton’s business

By David Taylor 'Turbo Charged' Marketing Plans, Brand Portfolios & Architecture, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Core Range Extension, Covid Crisis, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business, Innovation to Stretch into New Markets, Marketing training

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven 'workouts' from our brandgym Academy Mastering Brand Growth Program. I also explore…

Dec 16 2020

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Brand portfolio focus: Coca-Cola “kill the zombies”

By David Taylor Brand Portfolios & Architecture

Coca-Cola is pursuing brand portfolio focus in response to the Covid crisis, which contributed to a 2nd quarter sales drop of 27%, the biggest quarterly decline in a decade. CEO…

Brand Portfolios & Architecture17

ITV’s strategic brand stretch pays off: ITVX

Ditching Land Rover: bonkers brand portfolio strategy?

KILLING LILT: COCA-COLA BRAND FOCUS IN ACTION

PORTFOLIO STRATEGY for GROWTH: PEARSON

Facebook and the Metaverse: losing focus on the core?

Portfolio focus pays off for Coca-Cola

Meta: the good, the bad and the ugly of Facebook’s name change

Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”

7 brand building steps that doubled Peloton’s business

Brand portfolio focus: Coca-Cola “kill the zombies”

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