Brand Portfolios & Architecture

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 upcoming brandgym Mastering Brand Growth Program. I [...]

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 on our brandgym Mastering Brand Growth program on our brandgym Academy online training [...]

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 [...]

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 [...]