Brand portfolio strategy
Nick LiddellDragon Rouge
Nick Liddell of Dragon Rouge explains why some brands such as L'Oréal and Apple have portfolios that work, while others, such as Sony, get it wrong.
L'Oréal: uses sub-brands that give it permission to speak to new audiences
If branding is a dark art, then brand portfolio and architecture are among its murkiest and most obscure practices. This type of work is expected to be difficult. It is expected to be dirty. It is expected to be costly. The assumption is that only the biggest and most complex organisations need bother.
Which is...