The rise of the portfolio: managing brands in a world of declining loyalty

Bruce Tait

The brand management structure has a long history in fmcg firms, but many would claim it has outlived its usefulness.

The rise of the portfolio

Managing brands in a world of declining loyalty

Bruce Tait Fallon Brand Consulting

Everywhere you turn there are signs that the brand marketing approaches developed in the 20th century are becoming less usefulin today's environment....

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