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. This timely channel data prompted the company to stop the bleeding quickly. To define those moves, a company must make decisions about issues such as the right number of brands—and which to have—and the advisability of offering umbrella brands with sub-brands beneath them rather than a medley of individual ones. When an expanded frame of reference implies brand-extension opportunities that a company can't easily seize by itself, it must weigh the benefits of acquisitions or partnerships to broaden its portfolio against their complexity costs. The most valuable insights often emerge when marketers use statistical tools and market research to assess the relationship between the things customers value in a given need state and the attributes that differentiate the brand for them.5 5. Our flagship business publication has been defining and informing the senior-management agenda since 1964. Never miss an insight. For a summary of the promise and pitfalls of brand consolidation, see Lars Finskud, Egil Hogna, Trond Riiber Knudsen, and Richard Törnblom, 'Brand consolidation makes a lot of economic sense,' The McKinsey Quarterly, 1997 Number 4, pp. Marketers generally have two options for achieving their portfolio goals. U S A Category, consumer, product, and packaging trends can point to the likely future size of need states, and potential shifts in the intensity of competition can shed light on future profitability. 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. 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. Pepsi has the number-one brand in water, juices, iced tea, and sports drinks. Procter & Gamble has carried out a successful global rationalization over the past few years. Each scenario should involve only a few of them (Exhibit 4); more than four or five can overwhelm a marketing organization and confuse consumers. All too often, an acquisition motivated by the allure of a specific brand, such as PepsiCo's purchase of Quaker Oats to obtain Gatorade, also brought a legacy—from breakfast cereals like Cap'n Crunch to dinner favorites like Rice-A-Roni—that complicated the portfolio manager's task. U S A While a traditional CV is useful with recruiters and often essential for more corporate jobs, I've personally found the A portfolio of work by Creative Brand Strategist Lauren Rundquist, comprised of brands crafted and projects created for clients, big and small. A collection branding design & writing by Minneapolis-based designer, Chloe Mark. G E R M A N Y Present the most important skills in your resume, there's a list of typical brand strategist skills: Excellent storytelling, writing and presentation skills. A handmade cosmetics company sought to bring their brand to life through logo, packaging, and a sweetly tangible brand experience. Brand Strategist & Creative Designer I am Radiant Ekemini Tom, a Brand Strategist and a Creative Designer. 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. Mollie Partesotti Brand Strategist VCU Brandcenter 09 228.365.1359 VCU Brandcenter - Richmond Master’s Candidate - Communications Strategy August 2007 - … Within a given frame of reference, marketers need a disciplined way of evaluating their brands' opportunities. 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. U S A Second, marketers must ensure that their sophisticated and ambitious portfolio ideas are feasible in view of internal resource constraints and likely competitive reactions. Mapping its current brands against the universe of relevant need states is a helpful starting point. our use of cookies, and If the managers of several brands in the same portfolio track identical metrics, the company often has a problem: either the metrics are at too high a level to shed light on the relative performance of different brands, or the brands are positioned so closely together that the strategy needs a rethink. In confectionery, for example, the number of brands increased by more than 40 percent in recent years, but overall revenue and volume haven't kept pace (Exhibit 1): most individual candy brands have a smaller market share than they did a few years ago. 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. If you would like information about this content we will be happy to work with you. Roughly three-quarters of all new brands fail. Many marketers think about need states from time to time, but most define their brands by product (for instance, an economy brand) or consumer segment (young adults, say) instead of consumer needs ("people consume this brand when they want something cheap, don't care about nutrition, and can't spend time cooking at home"). But much will also be required of the organization, including unity of purpose across functions and businesses and robust metrics for tracking performance. Copyright © 2017 Lauren Rundquist. How can a company centralize this kind of authority without handcuffing the managers of its individual brands? Free-Lance Designer, Caroline Gaoua supports you on your projects, from creation to realization. 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. For a summary of the promise and pitfalls of brand consolidation, see Lars Finskud, Egil Hogna, Trond Riiber Knudsen, and Richard Törnblom, '. Brand Packaging Packaging Design Brand Identity Design Branding Design Branding Portfolio Brand Strategist Letter Logo Letterhead Marketing A Freaking Great Company Brand Strategist Brand Identity Brand strategist Aliza Stein becomes even more freaking great with a new brand … Although the search for growth provided the main impetus for launching new brands and sheltering old ones, most industries failed to achieve the desired result. M E X I C O Practical resources to help leaders navigate to the next normal: guides, tools, checklists, interviews and more. Several rules of thumb help marketers to avoid playing a trial-and-error game. I work with companies and brands of every size to develop, grow, and improve. "); rates for converting prospects into customers and for retaining customers in target segments; and levels of customer satisfaction. In addition, since new portfolio strategies frequently prompt reactions from competitors and have unanticipated consequences, companies will have to change the organization to facilitate quick, coordinated responses for the portfolio as a whole and for individual brands. At the same time, Coca-Cola's share increased to 28.4 percent, from 25.3 percent. 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. 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. Robust metrics that highlight unexpected shifts are critical to both. The revised view of consumer needs is neither too narrow and category constrained nor too broad and conceptual. 3. An appliance maker introducing a new, lower-priced line to its portfolio, for example, found it helpful to track product-mix changes by sales channels. tab, Travel, Logistics & Transport Infrastructure, McKinsey Institute for Black Economic Mobility. To evaluate them, marketers must begin by estimating their size. Most transformations fail. T A N Z A N I A One global automobile manufacturer relies on a central organization to coordinate its brand strategy. A good digital strategist should have a well-presented portfolio that visually illustrates the work they have done. Clear Communicator with strong writing, verbal, and presentation skills. Troy here… A freelance business and brand strategist. Brand moves that look economically attractive or strategically tidy may founder because of the complex interrelationships between products and segments or a backlash from consumers. The support team might consist primarily of "swing" analysts who have some responsibility for individual brands but can be called up by the portfolio manager for major events, such as a new-product launch or the acquisition of several brands. My name is Ashley — I’m a brand designer, strategist, and ShowIt website designer who helps creative entrepreneurs and wedding industry professionals craft elevated, bespoke … Shop customizable ShowIt5 templates. As a creative, designer and brand strategist, I help companies of all kinds to unlock their brand’s full potential and build humancentric brands that will thrive in tomorrow's marketplace. 28–39. We strive to provide individuals with disabilities equal access to our website. Although the annual planning process is a natural time for such dialogues, brand managers should raise red flags whenever these issues appear, particularly if the portfolio manager's likely response to them includes adding a brand. In the value end of the appliance industry, for instance, LG Electronics and Samsung have made advances that are prompting several other manufacturers to rethink the role of value offerings in their own portfolios. 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. Had they been included, Pepsi's lead over Coke would be even higher. 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 Whatever structure a company selects, it is vital for the portfolio manager to channel the entrepreneurial energies of the brand managers in the right direction and, when necessary, to make them trim their sails or change course. Displayed here are Job Ads that match your query. Mergers, which became much more common during the 1980s and 1990s,2 2. Restructuring doesn't involve pursuing customers whom a company doesn't currently serve; rather it means changing the brands that serve its present customers. These figures exclude Tropicana's 100 percent fruit juice products. Search Product portfolio strategist jobs. 1,817 Portfolio Strategist jobs available on Indeed.com. Theory, however, is one thing, practice another. Consider, for example, the predicament of automakers that have stuffed their brand portfolios with dozens of all-too-similar sport utility vehicles. 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. Need states are more than descriptive tools: they also represent market opportunities. Such an analysis is also frequently the starting point for efforts to set individual brand strategies. Many companies mapping out their portfolios find that they have at least one relatively weak brand. Pepsi's share of the US noncarbonated segment increased from 37.6 percent in 2000 to 45.6 percent in 2003. 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. It ( Exhibit 2 ) of Economic sense this topic are uneasy about rigorous brand-portfolio management, but overcoming mind-set!, Logistics & Transport Infrastructure, McKinsey Institute for Black Economic Mobility they react. Toward new customers, but that approach carries risks weak brand intersection of portfolio and single-brand.. Every size to develop, grow, and presentation skills portfolio and strategies... 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