Unprecedented pressures have challenged the established traditions of brand portfolio management over the past 18 months, revealing new imperatives companies must now face.

Why it matters

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

According to Brian Meyers, Senior Director – Strategy at Wolff Olins, ‘conscious brand architecture’ is the way forward as brand navigates new consumer priorities in the wake of the pandemic.