Brand portfolio focus: Coca-Cola “kill the zombies”
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 James Quincy [...]
Brand focus: laying bare why Majestic Wines is focusing on Naked
Majestic Wine Groups’s plan to ditch the Majestic Wine Warehouse brand, close some stores and migrate the whole business to the Naked Wines brand* got a cold reception from investors, with [...]
Effective range architecture: 5 key insights
[Post by Anne Charbonneau, Managing Partner based in Amsterdam] At my local Dutch supermarket yesterday, I stared in utter confusion at the shelf of soya drinks, faced with explosion of possible [...]
Brand Architecture for Business Growth
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 [...]
Focus on the core: Sainsbury’s ditch discount chain
After several recent posts on Tesco focusing on its core business, here and here, today it is the turn of Sainsbury’s to take the headlines. CEO Mike Coupe announced that the company was [...]
Brand portfolio strategy: four ways to focus
I’m a big believer in the power of brand portfolio strategy. It’s one of the key topics on our brandgym Mastering Brand Growth program on our brandgym Academy online training [...]
“Brand-led transformation”: BT buy EE for £12.5 billion
The acquisition of the EE mobile network business by BT got the green light from competition authorities last week. Below I explore how the creation and development of the EE brand played a key [...]
How to focus your portfolio: Danone’s Amazing Transformation
Danone’s transformation over the last 10 years is nothing short of remarkable. The latest and perhaps most significant episodes in this story is coming to a close now. They are selling [...]