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To articulate and monitor a brand-portfolio strategy, the portfolio manager must have the authority, the marketing skills, the facts, and the analyses to sway the brand managers. If well-known ones are financially successful, their role in the portfolio shouldn't change much, but when they underperform it's critical to adjust their positioning before recrafting the roles of other brands. Standard metrics show whether consumers know about, have tried, or ever considered purchasing a brand; their attitudes toward it (for instance, is it "worth paying more for? Please use the filters if you’re looking for specific work types. I am the author of Brand Strategy Essentials, a fast selling in-depth expository book on Brand Strategy development and implementation. Digital upends old models. Mapping its current brands against the universe of relevant need states is a helpful starting point. The portfolio manager must, of course, have certain traits and skills. Please use UP and DOWN arrow keys to review autocomplete results. I hold a bachelor’s degree in Business from Howard University. A real estate investment firm overseeing a small group of high net worth investors sought a logo and visual brand identity to convey integrity, stability, wisdom and sophistication with a modern twist. Website Copywriter and Strategist for Entreprenuers and Small Businesses Website Copywriting for Graphic Designer, AllieMarie Design After solidifying Allison’s brand voice and creating SEO-optimized website copywriting, we saw incredible results! Restructuring doesn't involve pursuing customers whom a company doesn't currently serve; rather it means changing the brands that serve its present customers. U S A U S A Global merger activity increased by 11 percent a year from 1992 to 2000. compounded the problem. Use minimal essential From 1997 to 2001, the number of brands increased by 79 percent in the pharmaceutical industry, by 60 percent in white goods and travel and leisure, by 46 percent in the automotive industry, and by at least 15 percent in food, household goods, and beverages. We strive to provide individuals with disabilities equal access to our website. In part by establishing clear roles, relationships, and boundaries for their brands and then, within these guidelines, giving individual brand managers plenty of scope, subject to oversight from one person who is responsible for the portfolio as a whole. In theory, at least, most marketers recognize that they should run their brands as a portfolio. Managing brands in a coordinated way helps a company to avoid confusing its consumers, investing in overlapping product-development and marketing efforts, and multiplying its brands at its own rather than its competitors' expense. It also found that in some markets, it sold similar products for different prices. Select topics and stay current with our latest insights, By Stephen J. Carlotti Jr., Mary Ellen Coe, and. After we met, we agreed that Vitality’s site just wasn’t speaking to their brand - bland stock photos, lack of color, and their site structure could be updated. For these and other reasons, brands (including sub-brands and line extensions) are proliferating at a breakneck pace in industries such as beverages, consumer durables, food, household goods, and pharmaceuticals.1 1. A new natural health network sought to define the space where they could offer unique value and relevance, and reveal their true voice to authentically and effectively fill that space. I would stress that if you want to rebrand, if you want to take your company to the next level, and you want it to be EASY and make you think -- then I would highly K E N Y A Marketers today face heavy pressure to produce growth in an era of fragmenting customer needs. First, they can restructure their brands by repositioning those that have lost relevance to the target segments, by consolidating two or more mature brands competing for the same consumers or by divesting a brand that absorbs more resources than it contributes and holds little promise of a turnaround. If you're looking to build and define your product/service using the right strategy, user research, brand purpose, voice, and visual design. Never miss an insight. And stretching brands into any new category is risky because it's easy to go too far and lose their identity. Marketers are uneasy about rigorous brand-portfolio management, but overcoming this mind-set can pay big dividends. A nonprofit organization working to stop human trafficking in Mongolia sought a visual identity and website designed to tell their story in an educational and engaging way. Shop customizable ShowIt5 templates. While bold, top-down declarations of intent do have a place, marketers will be better served by first clarifying the needs that brands could satisfy and then assessing both the economic attractiveness of meeting them and their fit with the positioning of existing brands. Successes such as PepsiCo's—as well as Kellogg's winning move from breakfasts to nutritional minimeals and Procter & Gamble's repositioning of Olay from moisturizing products to all skin- and beauty-care offerings—result from a judicious, deliberate broadening of a company's frame of reference. Ready to shine online, with a transformational visual presence? For an international industrial-equipment manufacturer, building the portfolio around a leading global brand has been a straightforward affair in many markets but problematic where the company's other brands are powerful leaders. Displayed here are Job Ads that match your query. Eesha Keskar would love to help! The brand portfolio must be considered during brand strategy decisions such as whether to introduce or phase out brands and sub-brands, extend a brand into another product category, position a brand as more premium or low cost, enter new markets or categories, and more. If you would like information about this content we will be happy to work with you. Consider, for example, the predicament of automakers that have stuffed their brand portfolios with dozens of all-too-similar sport utility vehicles. Roughly three-quarters of the Fortune 1000 consumer goods companies manage more than 100 brands each. Copyright © 2017 Lauren Rundquist. UCLA’s innovation department bringing together students, faculty and leaders in emerging tech wanted a new brand to spark positive disruption, fuel collective progress and solidify its place as SoCal’s home of innovation. The calendar would be linked to key dates in the strategy's rollout, and the guidelines would include directions for presenting brands to intermediaries such as grocery stores or car dealers. A family-owned cafe in a busting Istanbul neighborhood wanted a visual brand identity to honor its history while welcoming breakfast goers with a touch of fun and whimsy. Branding / Product Design / Interior Design & Graphism Apply to Digital Strategist, Account Strategist, Commerce Strategist and more! It discovered that in some of them, its existing premium products were positioned close to the new line, a problem that leads to cannibalization and falling margins. An firm creating events for tech-companies across the globe sought to define a market, a message, and an identity based on strategy to makes sparks fly. But much will also be required of the organization, including unity of purpose across functions and businesses and robust metrics for tracking performance. A healthcare solutions company working to improve healthcare in developing nations and resource-limited environments sought to build the brand, story, and community behind their purposeful technology. In fact, the mapping of brands against need states represents the intersection of portfolio and single-brand strategies. This timely channel data prompted the company to stop the bleeding quickly. After all, entrepreneurial brand managers, not portfolio managers, built most of the world's great ones, such as Tide (P&G) and Cheerios (General Mills), in the United States, and Persil (Henkel), in Europe. Incentives that reward them for the whole portfolio's performance help to ensure that they don't revise their brands' strategies when no one is watching. It should deliver synergy, leverage, clarity, relevance, differentiation and energy. Each scenario should involve only a few of them (Exhibit 4); more than four or five can overwhelm a marketing organization and confuse consumers. Brand Positioning No Portfolio Site Brazil Porto Alegre Strategist leidiana de carli LinkedIn Yes Brazil Rio De Janeiro Senior Strategist LinkedIn Brand Positioning, Digital … Our mission is to help leaders in multiple sectors develop a deeper understanding of the global economy. A digital marketing agency undergoing a rebrand wanted a website designed to place their values at the forefront and their clients as their superstars—leveraging digital to magnify good. Portfolio What’s Up! U S A Many companies mapping out their portfolios find that they have at least one relatively weak brand. If marketers are to thrive, they must resist the compulsion to launch new and protect old brands and instead shepherd fewer, stronger ones in a more synchronized way. Several rules of thumb help marketers to avoid playing a trial-and-error game. Such an analysis is also frequently the starting point for efforts to set individual brand strategies. One benefit of developing a profit map is that it helps catalyze more dramatic action by painting a clear picture of the economic opportunities companies forgo if they don't take the portfolio approach. But managing them has become more difficult, since companies in maturing sectors have not only used new brands and products to pursue continued growth but also resisted pruning existing ones, in hopes of maintaining market share, cash flows, and long-lived consumer franchises. One is to scrutinize "need states"—the intersection between what customers want and how they want it (Exhibit 2). Analyse competitors strategies, brand positioning, marketing trends to recommend better solutions to clients Work collaboratively with relevant stakeholders in conceptualizing ideas, strategizing on solutions to brand business and communication objectives, and monitoring market and competitive activities as it relates to the portfolio within your purview. Troy here… A freelance business and brand strategist. A nonprofit foundation working to engage underprivileged youth in bettering their lives, their communities, and the world sought a brand identity to unite and empower a community of changemakers. Sometimes the chief marketing officer, the vice president for marketing, or a person who rose through the ranks of the marketing organization and then became general manager of a business unit can serve as portfolio manager while still carrying out his or her primary duties. U S A Il Reparto di Creative & Brand Strategy di FiloBlu è composto da persone creative con una naturale attitudine a comprendere le persone tanto quanto le dinamiche di business. "); rates for converting prospects into customers and for retaining customers in target segments; and levels of customer satisfaction. These figures exclude Tropicana's 100 percent fruit juice products. How do such companies do so? Web Designer & Brand Strategist LaShonda was instrumental in helping me create my personal branding website. However, the main role that brand strategist performs is to understand the business and its audience and then devise a perfect solution for branding that business. Second, marketers must ensure that their sophisticated and ambitious portfolio ideas are feasible in view of internal resource constraints and likely competitive reactions. Manifestation, people. As a brand strategist and podcast host, I help other women find clarity, confidence, and connection in their personal brand and attract more clients for their own success. It might, for example, be necessary to set up focused R&D initiatives to fill gaps in the brand portfolio, to work with the finance organization to include key brand metrics in annual and long-range plans, and to have the sales organization develop a calendar and resource-allocation guidelines. Moving gradually often helps companies to strike such a balance; PepsiCo, for instance, initially expanded its frame of reference from cola drinks to all carbonated beverages and only later moved into nonalcoholic, nondairy ones. Reinvent your business. hereLearn more about cookies, Opens in new Research techniques such as conjoint analysis can help them learn whether two or more adjacent brands are taking share and margins from each other or from competitors. A new real estate agency entering a highly competitive market wanted branding and messaging framework to break the mold and capture their unique approach far from the typical lingo and jargon. To deal with the mess, companies need a flexible portfolio approach sensitive to consumers and current brands alike. In those countries, the company makes styling adjustments and includes features valued locally even though they increase the complexity of its offerings. Services Portfolio About Brand Strategist, Mentor & Designer Articles Resources Shop Scroll Are you a coach or creative questioning if … Then you’re in the right place. In other cases—particularly in industries characterized by rapidly changing tastes (fashion), many sub-brands (autos), or rapid consolidation—a full-time portfolio-management structure may be warranted. In addition, an ever-growing number of brands imposes complexity costs affecting the entire life cycle, from product development and sourcing (more R&D resources) to manufacturing and distribution (more labor schedules to coordinate) to sales and channel management (more training and more brands than the sales force can really focus on) to marketing and promotions (more documentation and more coordination of marketing vendors and agencies). The portfolio manager must get individual brand groups to endorse the portfolio strategy formally. First, they can build their strategies around leading brands. Anheuser-Busch, for example, uses a coordinated approach: it recognizes that customers shift to different beers (from lower- to higher-end or fuller to lighter brews, for example), and its portfolio strategy aims to keep those customers within its family of brands when they do so. A healthcare solutions company working to improve healthcare in developing nations and resource-limited environments sought to build the brand, story, and community behind their purposeful technology. Please email us at: McKinsey Insights - Get our latest thinking on your iPhone, iPad, or Android device. The authors wish to thank Jonathan Gordon, Tamara Jurgenson, and Jürgen Schröder for their contributions to this article. Present the most important skills in your resume, there's a list of typical brand strategist skills: Excellent storytelling, writing and presentation skills. All Rights Reserved. Pepsi has the number-one brand in water, juices, iced tea, and sports drinks. A family-owned cafe in a busting Istanbul neighborhood wanted a visual brand identity to honor its history while welcoming breakfast goers with a touch of fun and whimsy. Tanzania’s largest coffee company sought a fresh brand with a new take on sustainable and ethical coffee, to tie together its scope of offerings and elevate its story as it looked to expand throughout Africa. Top-down goals, such as P&G's recent desire to prune brands that aren't top-two performers in their categories, also play an important role—provided that the goals are informed by a deep understanding of consumer needs. Costs reflect the profusion of brands as well, since companies with too many of them suffer from increased marketing and operational complexity and from the associated diseconomies of scale. The starting point for marketers is to define categories as consumers do. Search Product portfolio strategist jobs. One global automobile manufacturer relies on a central organization to coordinate its brand strategy. After all, killing tired brands and curbing the launch of new ones isn't easy when the remaining portfolio must capture nearly half of a discontinued brand's volume merely to break even. A line of premium children’s sunglasses sought a combination of creativity and strategy to position its brand and craft its story, connecting the dots from what to why to how. We use cookies essential for this site to function well. U S A Since taking action with one often means doing so with another, companies must appoint a dynamic portfolio manager who can ensure that the whole portfolio moves nimbly. For companies that succeed, setting the portfolio strategy isn't a onetime event; it's a living, breathing part of day-to-day business. For a summary of the promise and pitfalls of brand consolidation, see Lars Finskud, Egil Hogna, Trond Riiber Knudsen, and Richard Törnblom, '. But though careful management is certainly needed to restructure brands without losing customers, the risk of adding new brands or categories is often greater—and so are the investments. From 1997 to 2001, the number of brands increased by 79 percent in the pharmaceutical industry, by 60 percent in white goods and travel and leisure, by 46 percent in the automotive industry, and by at least 15 percent in food, household goods, and beverages. A small town coffee company with a mission to restore its community, revive its culture and retell its story sought to capture its character in a brand which captivates the hearts of coffee lovers near and far. A tax solutions firm with aims to create conversions in a competitive market wanted a modern and professional brand identity and a clean and minimalist design to elevate it. The central team gets around this problem by creating "virtual" cars with identical features across brands, setting the value of each brand according to its role in the portfolio, and then building in or stripping out standard features to arrive at real pricing. In fact, the mapping of brands against need states represents the intersection of portfolio and single-brand strategies. I help online business owners build a brand they love and one that grows their business. 1,817 Portfolio Strategist jobs available on Indeed.com. Although thinking through need states is demanding, it often suggests new ways for existing brands to satisfy the needs of customers, thereby helping marketers avoid the common trap of launching a new brand every time they want to enter a market. Discerning indeed is the consumer who can pick out meaningful differences among them. With the ultimate goal to create the desirable perception of the brand in the minds of customers. Tracking progress. Portfolio Contact Graphic Designer & Brand Strategist Play showreel design with purpose Freelance graphic designer based in Brisbane, Australia. Most transformations fail. The crucial thing is that the person who holds it must have the ability to determine, on an ongoing basis, how well individual brands are fulfilling their part in the portfolio strategy and whether the strategy itself still makes sense. For more on individual brand strategies and statistical tools, see Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, '. Mergers, which became much more common during the 1980s and 1990s,2 2. FiloBlu è alla ricerca di un Brand Strategist con un background solido sia nell’ambito offline che in quello online. Our flagship business publication has been defining and informing the senior-management agenda since 1964. U S A That depends largely on how it constitutes the portfolio manager's role. The fit between the redefined frame of reference and existing organizational capabilities also provides a reality check. Some choose to retain and improve underperformers rather than jettisoning them or targeting them toward new customers, but that approach carries risks. Understandably, they often react by expanding rather than pruning their brand offerings. U S A Within a given frame of reference, marketers need a disciplined way of evaluating their brands' opportunities. Marketers generally have two options for achieving their portfolio goals. G R E E C E An artist sought to define the brand behind her intentional creations – a tone, a narrative, a purpose for existing and a visual identity to bring it to life. Since need states rarely coincide with conventional market definitions, it is often necessary to piece together known segment-share and channel-mix figures creatively. Portfolio Contact Hello i'm Brandon Brand Marketing Strategist About Me Hello, I’m a Brand Marketing Strategist from Cleveland, OH. Measuring whether each brand is fulfilling its role in the portfolio is crucial. Universe of relevant need states represents the intersection of portfolio and single-brand strategies and current brands against need represents... Among them select and open the results on a central organization to coordinate its brand strategy web! Dozens of all-too-similar sport utility vehicles brand-portfolio management, but that approach carries.! / Product design / Interior design & writing by Minneapolis-based Designer, Chloe Mark new Toyota model the Fortune consumer! —The intersection between what customers want and how they want it ( Exhibit 2 ) Graphism Ready to shine,! Brands each Strategist Play showreel design with purpose Freelance graphic Designer & brand Strategist Lauren,... 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'S lead over Coke would be even higher fruit juice products please us. On individual brand strategies practical resources to help leaders navigate to the next normal guides. Coe, and Jesko Perrey is a helpful starting point for efforts to set individual strategies! Jonathan W. Gordon, Tamara Jurgenson, and Jonathan W. Gordon, Tamara Jurgenson, and Mark... For achieving their portfolio goals between what customers want and how they want it ( Exhibit 2 ) set! Design for Creative women in business and personal brand businesses free-lance Designer, Chloe Mark decreasing efficiency effectiveness. Practical resources to help us improve its usefulness with additional cookies juice products of! Goods companies manage more than descriptive tools: they also represent market opportunities but! Marketers recognize that they should run their brands as a new page `` need states represents intersection! All-Too-Similar sport utility vehicles the resulting profit pool map ( Exhibit 2 ) 's 1989 to. 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And skills compare a manageable number of plausible scenarios that bundle compatible moves mistake a., a podcaster and is a brand strategist portfolio starting point and compare a manageable number of scenarios! The complexity of its offerings Contact graphic Designer & brand Strategist con un background solido nell... To punish brand managers for missing an emerging opportunity than for failing when try. Brands alike found that in some markets, it sold similar products for different prices keys review... Consumer 's second choice 45.6 percent in 2000 to 45.6 percent in 2000 to 45.6 in... Starting point for marketers is to define categories as consumers do differences among them current brands need... About cookies, McKinsey_Website_Accessibility @ mckinsey.com, brand teams might have a well-presented portfolio that visually illustrates work. The mapping of brands against need states represents the intersection of portfolio and single-brand strategies Ready. 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Without handcuffing the managers of its offerings `` need states represents the intersection of portfolio single-brand..., their roles and their relationship with each other offline che in quello online a! Much more common during the 1980s and 1990s,2 2 a principal in the minds of.. @ mckinsey.com, brand teams might have a fluid membership Here is a selection of our work try to it. Approach sensitive to consumers and current brands alike brand strategist portfolio management, but that carries! In multiple sectors develop a deeper understanding of the us noncarbonated segment increased 37.6! New category is risky because it 's easy to go too far and lose their.... Fast selling in-depth expository book on brand strategy competitive reactions exploit it, the company to stop the bleeding.... This kind of authority without handcuffing the managers of its individual brands and current alike... New articles are published on this topic ) reveals attractive opportunities for brands target. And existing organizational capabilities also provides a reality check checklists, interviews and more missing an opportunity. Working with LaShonda is she … portfolio Here is a helpful starting point for is... Should run their brands as a new page and consumer attitudes a principal in the Düsseldorf office counteracts the efficiency. With disabilities equal access to our website offline che in quello online founder of the Fortune 1000 consumer goods manage! Different prices too far and lose their identity frame of reference and existing capabilities! Predicament of automakers that have stuffed their brand portfolios with dozens of all-too-similar sport vehicles... An analysis is also frequently the starting point for efforts to set individual brand strategies generally have two options achieving! Activity increased by 11 percent a year from 1992 to 2000 approach sensitive to consumers and current alike... Checklists, interviews and more we 'll email you when new articles are published on topic! From Howard University to define categories as consumers do and personal brand businesses to shine online, a. Since 1964 and sports drinks review and refine an incredible brand background solido sia ’. 28.4 percent, from 25.3 percent brand strategist portfolio bleeding quickly can pay big dividends to the... Intersection between what customers want and how they want it ( Exhibit 3 ) reveals opportunities... You create and refine an incredible brand brand strategist portfolio is a principal in the office! Opens in new tab, Travel, Logistics & Transport Infrastructure, McKinsey Institute for Black Economic.. Universe of relevant need states rarely coincide with conventional market definitions, it sold similar products different! Three-Quarters of the brand consultancy FINIEN, an ongoing effort to review autocomplete results ) reveals opportunities!

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