Brand and Portfolio Strategy

Successful development of brands or brand portfolios is essentially a combination of science and art. Science in understanding how best to exploit these key company assets, and art in creating new and compelling ways for brands to relate to their target consumers.

Typical Outcomes

• Insights about consumer needs that drive improved positioning and communication strategy
• A clear competitor assessment to identify relative strengths and weaknesses
• A portfolio strategy that clearly defines the current and intended future role of each brand
• An understanding of where growth opportunities exist and how they can be exploited
• A clear and future oriented brand positioning
  

Our approach

• We first seek to understand what we know and don't know from existing research and market analysis
• We work with your team to develop hypotheses about opportunities
• We develop and commission research to drive strategy (segmentation studies, U&A studies, broad category need studies etc)
• Using insights we build strategy using a range of proprietary tools
• We convert outcomes into clear, ROI based internal arguments
• We help convert strategies into executional and creative briefs
  

Return on Investment

• Brand spend targeted at opportunities where the best leverage can be achieved; internal alignment removes wasted effort