Portfolio focus pays off for Coca-Cola
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 large number of “zombie brands”. His [...]
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 large number of “zombie brands”. His [...]
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 of the re-branding. What can we [...]
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 the [...]
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 [...]
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 [...]
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 [...]
[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 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 [...]
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 [...]
I’m a big believer in the power of brand portfolio strategy. It’s one of the key topics in our brandgym Mastering Brand Growth program on our brandgym Academy online training [...]
Get inspiring insights straight to your inbox.
In line with the General Data Protection Regulation, we have updated our Privacy Policy which now provides complete transparency about the ways in which we process your personal data. Our new fully GDPR compliant Privacy Policy is accessible here.