MARKETING & SALES STRATEGY
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Brand Expansion & Portfolio Strategy
Maximize the revenue potential of your Brands in your portfolio—through clearly defined roles and positioning of each brand both from a Business and Consumer perspective.
DESIGNED FOR
Companies struggling to optimize brands that play in the same competitive landscape or industry
Companies looking to reinvigorate key brands that are struggling to maintain their relevance
Brands challenged to invest in multiple sub brands, requiring them to prioritize and make tough calls
Mega brands under-leveraging potential points of differentiation such as its heritage, values, citizenship programs, and assets/capabilities
Groups of brands that struggle to differentiate or clearly communicate their offerings to customers and sometimes employees
Companies looking to adjust their portfolio to address a growing subcategory with high margins and/or high growth rate, and product vitality
Brands looking to expand to new categories, target markets, and/or geographies
WHAT DOES THE BRAND EXPANSION & PORTFOLIO STRATEGY COVER?
Brand Expansion
Create an expanded portfolio of brands that strategically leverage and build on existing equity, cohesively contribute towards the business' purpose and ambition
Portfolio Strategy
Clearly identifies the different roles of company brands that play in the same category to optimize current revenue spaces
Exploring Innovative Spaces
Uncover areas with opportunities for the business and its brands to extend into to capture untapped sources of revenue
METHODOLOGY
1
Discovery
A thorough process of generating insightful brand imperatives through a comprehensive understanding of the market landscape, the brand's value, and customer drivers
2
Strategy Development
Developing a business-building brand strategy—starting from the brand's purpose and proposition all the way to its identity and marketing mix guided by relevant insights from Discovery
3
Implementation
Creating a highly actionable marketing plan to guide the brand in bringing strategy to life