A practical framework for developing brand portfolios

Paul Walton, chairman of The Value Engineers, argues that, in today's environment, marketing managers must move the effectiveness debate upstream from campaign execution (and evaluation) to strategic intent (and brand portfolio deployment).

A practical framework for developing brand portfolios

Paul Walton

These are tough times for the poor old brand manager: the constant pressure to produce quarter-by-quarter accelerated organic growth; the changing pace and face of competitive activity; the...

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