Our Services : Portfolio Management and Brand Architecture

Every portfolio seeks to find a balance between having a minimum number of brands to ensure economies of scale and yet having enough brands to take advantage of meaningful opportunities.

Through Segmentation, we can separate your market in innovative and useful ways, to find where these opportunities lie to build effective Power brands for your portfolio.

Our experience of Portfolio Management and creating Brand Architecture runs from relatively narrow areas such as defining it for a theme park and all its elements, to the management of much larger portfolios of international products and services.

Building a portfolio of beers

Working with one of the world's leading brewers, we determined that every country has a minimum of three beer segments and can support at least 3 beers in the portfolio.

The challenge was then to build a strategy for each of these 3 beers, which would enable them to gain leadership of their segments.

Collaborative workshops were held which were highly structured , building on pre-workshop research to define each brand's current position. They were also great fun, enabling the team to be creative and define the brand's new positioning for the future.