The rise of the portfolio
Managing brands in a world of declining loyalty
Bruce Tait Fallon Brand Consulting
Everywhere you turn there are signs that the brand marketing approaches developed in the 20th century are becoming less useful in today's environment. It used to be that monolithic brands could generate a tremendous degree of loyalty from large, homogeneous consumer segments. Coca-Cola could count on won-over consumers loyally ordering Coke virtually every time they wanteda soda. Anheuser-Busch could count...