Managing mixed brand portfolios in a time of experimentation and flux: a case for the Masterbrand

Remona Duquesne

Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.

Brand identity & image
Brand models, architecture
Brand positioning
Marketing to B2B audiences
Data-driven targeting

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

We are living in a time where change is the only constant – categories are converging, business lines evolving, new types of...

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