Brand portfolio strategy

Nick Liddell
Dragon 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 a shame. Because brand architecture has enormous potential to give businesses of all shapes and sizes extra bang for their marketing buck. A successful approach to brand portfolio and architecture drives more efficient investment, directs innovation activity, channels creativity and guides your audiences to those parts of the business that offer the greatest opportunity for mutual gain.