Brand portfolio management in a post-COVID world

As the world nudges towards the new living-with-COVID-as-normal, companies must optimize the approach they take to managing their brand portfolios

  • Successful brands (and branding) in tomorrow’s world will be conscious, responsible and responsive.
  • Successful brand owners will be operating from a brand architecture that’s clear and empathetic to the user as well as forward-looking and responsible.
  • Leverage cross-functional teams to ensure portfolio strategy supports current and future business objectives as well as innovation initiatives.

Why it matters

As the world nudges towards the new living-with-COVID-as-normal, brands must optimize the approach they take to managing their brand portfolios.

Takeaways

  • Conscious brand architecture is underpinned by portfolio organization that’s empathetic with how customers navigate and experience brand offerings relative to their world.
  • Sketch out new organizing structures and relationships, using business and innovation criteria to focus exploration.
  • Companies best positioned for future success will be those that can best manage their portfolios toward purpose, empathy, openness, and innovation.

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