The portfolio manager must get individual brand groups to endorse the portfolio strategy formally. Get in November 2, 2020 No Comments How to brand your business is a question many … First, they can restructure their brands by repositioning those that have lost relevance to the target segments, by consolidating two or more mature brands competing for the same consumers or by divesting a brand that absorbs more resources than it contributes and holds little promise of a turnaround. Had they been included, Pepsi's lead over Coke would be even higher. What I loved about working with LaShonda is she … Search Product portfolio strategist jobs. Please click "Accept" to help us improve its usefulness with additional cookies. That depends largely on how it constitutes the portfolio manager's role. A healthcare solutions company working to improve healthcare in developing nations and resource-limited environments sought to build the brand, story, and community behind their purposeful technology. I took some new photos of the team and space and tab, Travel, Logistics & Transport Infrastructure, McKinsey Institute for Black Economic Mobility. When an expanded frame of reference implies brand-extension opportunities that a company can't easily seize by itself, it must weigh the benefits of acquisitions or partnerships to broaden its portfolio against their complexity costs. Research techniques such as conjoint analysis can help them learn whether two or more adjacent brands are taking share and margins from each other or from competitors. Incentives that reward them for the whole portfolio's performance help to ensure that they don't revise their brands' strategies when no one is watching. 298 open jobs for Product portfolio strategist. Brand moves that look economically attractive or strategically tidy may founder because of the complex interrelationships between products and segments or a backlash from consumers. My name is Ashley — I’m a brand designer, strategist, and ShowIt website designer who helps creative entrepreneurs and wedding industry professionals craft elevated, bespoke … An appliance maker introducing a new, lower-priced line to its portfolio, for example, found it helpful to track product-mix changes by sales channels. By contrast, Mazda Motor's much-praised Millenia luxury car struggled with its brand identity from introduction in 1994 until it was phased out in 2003. Well-conceived metrics also clarify major competitive moves. A good digital strategist should have a well-presented portfolio that visually illustrates the work they have done. Fabian has been a brand strategist for a number of years and has conducted hundreds of workshops with brands all over the world, including for Fortune 100 companies. Brand and marketing strategist and designer for personal brands. We'll email you when new articles are published on this topic. If you're looking to build and define your product/service using the right strategy, user research, brand purpose, voice, and visual design. Never miss an insight. In the value end of the appliance industry, for instance, LG Electronics and Samsung have made advances that are prompting several other manufacturers to rethink the role of value offerings in their own portfolios. 3. After all, killing tired brands and curbing the launch of new ones isn't easy when the remaining portfolio must capture nearly half of a discontinued brand's volume merely to break even. Moving gradually often helps companies to strike such a balance; PepsiCo, for instance, initially expanded its frame of reference from cola drinks to all carbonated beverages and only later moved into nonalcoholic, nondairy ones. Top-down goals, such as P&G's recent desire to prune brands that aren't top-two performers in their categories, also play an important role—provided that the goals are informed by a deep understanding of consumer needs. Anheuser-Busch, for example, uses a coordinated approach: it recognizes that customers shift to different beers (from lower- to higher-end or fuller to lighter brews, for example), and its portfolio strategy aims to keep those customers within its family of brands when they do so. To achieve this goal, an ongoing effort to review and refine is usually needed. In part by establishing clear roles, relationships, and boundaries for their brands and then, within these guidelines, giving individual brand managers plenty of scope, subject to oversight from one person who is responsible for the portfolio as a whole. Global merger activity increased by 11 percent a year from 1992 to 2000. U S A The most valuable insights often emerge when marketers use statistical tools and market research to assess the relationship between the things customers value in a given need state and the attributes that differentiate the brand for them.5 5. It discovered that in some of them, its existing premium products were positioned close to the new line, a problem that leads to cannibalization and falling margins. Such an analysis is also frequently the starting point for efforts to set individual brand strategies. The other option is to change the portfolio to drive new growth by launching a new brand, by acquiring or licensing one from another company, or by redefining an existing brand to target a new category of customers. From 1997 to 2001, the number of brands increased by 79 percent in the pharmaceutical industry, by 60 percent in white goods and travel and leisure, by 46 percent in the automotive industry, and by at least 15 percent in food, household goods, and beverages. But much will also be required of the organization, including unity of purpose across functions and businesses and robust metrics for tracking performance. But though careful management is certainly needed to restructure brands without losing customers, the risk of adding new brands or categories is often greater—and so are the investments. Although thinking through need states is demanding, it often suggests new ways for existing brands to satisfy the needs of customers, thereby helping marketers avoid the common trap of launching a new brand every time they want to enter a market. If marketers are to thrive, they must resist the compulsion to launch new and protect old brands and instead shepherd fewer, stronger ones in a more synchronized way. This timely channel data prompted the company to stop the bleeding quickly. The support team might consist primarily of "swing" analysts who have some responsibility for individual brands but can be called up by the portfolio manager for major events, such as a new-product launch or the acquisition of several brands. Other metrics should be tailored to the strategic goals for each brand. U S A The brand portfolio must be considered during brand strategy decisions such as whether to introduce or phase out brands and sub-brands, extend a brand into another product category, position a brand as more premium or low cost, enter new markets or categories, and more. U S A Serving others and helping them find their second phase, make the transition and navigate unknown territory, gives me joy. The resulting profit pool map (Exhibit 3) reveals attractive opportunities for brands to target. Digital upends old models. An firm creating events for tech-companies across the globe sought to define a market, a message, and an identity based on strategy to makes sparks fly. We use cookies essential for this site to function well. Mapping its current brands against the universe of relevant need states is a helpful starting point. Pepsi's share of the US noncarbonated segment increased from 37.6 percent in 2000 to 45.6 percent in 2003. Although the annual planning process is a natural time for such dialogues, brand managers should raise red flags whenever these issues appear, particularly if the portfolio manager's likely response to them includes adding a brand. Marketers must therefore develop and compare a manageable number of plausible scenarios that bundle compatible moves. A new real estate agency entering a highly competitive market wanted branding and messaging framework to break the mold and capture their unique approach far from the typical lingo and jargon. Get the right Product portfolio strategist job with company ratings & salaries. If the occasions when consumers use a product largely shape their needs, it is often appropriate to offer the target consumer a number of brands. collaboration with select social media and trusted analytics partners T U R K E Y UCLA’s innovation department bringing together students, faculty and leaders in emerging tech wanted a new brand to spark positive disruption, fuel collective progress and solidify its place as SoCal’s home of innovation. Marketers generally have two options for achieving their portfolio goals. I assist businesses develop into brands through brand strategy design and implementation. our use of cookies, and Reinvent your business. Website Copywriter and Strategist for Entreprenuers and Small Businesses Website Copywriting for Graphic Designer, AllieMarie Design After solidifying Allison’s brand voice and creating SEO-optimized website copywriting, we saw incredible results! "); rates for converting prospects into customers and for retaining customers in target segments; and levels of customer satisfaction. At the same time, Coca-Cola's share increased to 28.4 percent, from 25.3 percent. Moreover, killing off weaker or ill-fitting parts of the product range—an important tenet of brand-portfolio management, though not one that should be applied at all times—frees marketers to focus resources on the stronger remaining brands and to position them distinctively. Many marketers think about need states from time to time, but most define their brands by product (for instance, an economy brand) or consumer segment (young adults, say) instead of consumer needs ("people consume this brand when they want something cheap, don't care about nutrition, and can't spend time cooking at home"). Please try again later. Il Reparto di Creative & Brand Strategy di FiloBlu è composto da persone creative con una naturale attitudine a comprendere le persone tanto quanto le dinamiche di business. In fact, the mapping of brands against need states represents the intersection of portfolio and single-brand strategies. Practical resources to help leaders navigate to the next normal: guides, tools, checklists, interviews and more. Roughly three-quarters of all new brands fail. However, the main role that brand strategist performs is to understand the business and its audience and then devise a perfect solution for branding that business. Pricing is one key area of focus because although each of the portfolio's car lines has a specific role that its list price reflects, differences in base features and functions make apples-to-apples comparisons difficult. As a creative, designer and brand strategist, I help companies of all kinds to unlock their brand’s full potential and build humancentric brands that will thrive in tomorrow's marketplace. Copyright © 2017 Lauren Rundquist. Brand Packaging Packaging Design Brand Identity Design Branding Design Branding Portfolio Brand Strategist Letter Logo Letterhead Marketing A Freaking Great Company Brand Strategist Brand Identity Brand strategist Aliza Stein becomes even more freaking great with a new brand … It thus reduces the complexity of the marketing effort and counteracts the decreasing efficiency and effectiveness of traditional media and distribution channels. When a global brewer scrutinized the need states of its customers, for example, it discovered that there was no single "import" segment; a wide range of people bought imports across several need states. Combining this consumer knowledge with conventional metrics (such as each brand's market share within a variety of need states as well as the proportion of each brand's volume that a need state represents) helps clarify the attainable opportunities for each brand and the amount of differentiation or overlap within the portfolio. A portfolio of work by Creative Brand Strategist Lauren Rundquist, comprised of brands crafted and projects created for clients, big and small. U S A Our mission is to help leaders in multiple sectors develop a deeper understanding of the global economy. At the extreme, brand teams might have a fluid membership. I help online business owners build a brand they love and one that grows their business. Meggan Stefan provides brand strategy and web design for creative women in business and personal brand businesses. A nonprofit foundation working to engage underprivileged youth in bettering their lives, their communities, and the world sought a brand identity to unite and empower a community of changemakers. The demanding nature of the solution makes matters even more difficult: restoring order calls for centralization and restraint, both of which run against the grain of even the most sophisticated marketing organizations.3 3. These figures exclude Tropicana's 100 percent fruit juice products. I am the author of Brand Strategy Essentials, a fast selling in-depth expository book on Brand Strategy development and implementation. FiloBlu è alla ricerca di un Brand Strategist con un background solido sia nell’ambito offline che in quello online. First, they can build their strategies around leading brands. Free-Lance Designer, Caroline Gaoua supports you on your projects, from creation to realization. Brand Strategist & Creative Designer I am Radiant Ekemini Tom, a Brand Strategist and a Creative Designer. An international language program wanted creative deliveries rooted in strategic thinking and smart insights, and a brand identity to resonate with an international audience. U S A The common career path of a brand strategist. Success comes from the consistent practice of simple fundamentals. In addition, since new portfolio strategies frequently prompt reactions from competitors and have unanticipated consequences, companies will have to change the organization to facilitate quick, coordinated responses for the portfolio as a whole and for individual brands. Even if most of these brands are part of portfolios today, a portfolio approach wasn't necessary when the pioneers were developing smaller numbers of brands. While a traditional CV is useful with recruiters and often essential for more corporate jobs, I've personally found the I work with companies and brands of every size to develop, grow, and improve. Steve Carlotti and Mary Ellen Coe are principals in McKinsey's Chicago office, and Jesko Perrey is a principal in the Düsseldorf office. Although the search for growth provided the main impetus for launching new brands and sheltering old ones, most industries failed to achieve the desired result. For these and other reasons, brands (including sub-brands and line extensions) are proliferating at a breakneck pace in industries such as beverages, consumer durables, food, household goods, and pharmaceuticals.1 1. People create and sustain change. How do such companies do so? T A N Z A N I A Unleash their potential. Restructuring is scary because it involves modifying brands and consumer attitudes. U S A For a summary of the promise and pitfalls of brand consolidation, see Lars Finskud, Egil Hogna, Trond Riiber Knudsen, and Richard Törnblom, '. Build a brand your customers will never forget – How to brand your business. Learn about U S A In addition, an ever-growing number of brands imposes complexity costs affecting the entire life cycle, from product development and sourcing (more R&D resources) to manufacturing and distribution (more labor schedules to coordinate) to sales and channel management (more training and more brands than the sales force can really focus on) to marketing and promotions (more documentation and more coordination of marketing vendors and agencies). U S A Finally, they should know when a brand is the consumer's second choice. One global automobile manufacturer relies on a central organization to coordinate its brand strategy. How can a company centralize this kind of authority without handcuffing the managers of its individual brands? Strong operating results have followed.4 4. In other cases—particularly in industries characterized by rapidly changing tastes (fashion), many sub-brands (autos), or rapid consolidation—a full-time portfolio-management structure may be warranted. If the managers of several brands in the same portfolio track identical metrics, the company often has a problem: either the metrics are at too high a level to shed light on the relative performance of different brands, or the brands are positioned so closely together that the strategy needs a rethink. Over the past decade or so, PepsiCo, for example, has recognized that customers choose among all nonalcoholic beverages, not just carbonated ones, to satisfy their need for refreshment. With the ultimate goal to create the desirable perception of the brand in the minds of customers. Of course, companies can rework their brand portfolios in a number of ways, which are often interconnected—if one brand is repositioned, that may have ripple effects for others—so it isn't practical to evaluate each brand move in isolation. My Branding Strategist specializes in exceptional website and graphic designs, styled specifically to help you create and refine an incredible brand. Select topics and stay current with our latest insights, By Stephen J. Carlotti Jr., Mary Ellen Coe, and. The fit between the redefined frame of reference and existing organizational capabilities also provides a reality check. Marketers today face heavy pressure to produce growth in an era of fragmenting customer needs. Some choose to retain and improve underperformers rather than jettisoning them or targeting them toward new customers, but that approach carries risks. We strive to provide individuals with disabilities equal access to our website. Tanzania’s largest coffee company sought a fresh brand with a new take on sustainable and ethical coffee, to tie together its scope of offerings and elevate its story as it looked to expand throughout Africa. Our flagship business publication has been defining and informing the senior-management agenda since 1964. Procter & Gamble has carried out a successful global rationalization over the past few years. For an international industrial-equipment manufacturer, building the portfolio around a leading global brand has been a straightforward affair in many markets but problematic where the company's other brands are powerful leaders. 28–39. Displayed here are Job Ads that match your query. U S A And stretching brands into any new category is risky because it's easy to go too far and lose their identity. It also found that in some markets, it sold similar products for different prices. Shop customizable ShowIt5 templates. Mollie Partesotti Brand Strategist VCU Brandcenter 09 228.365.1359 VCU Brandcenter - Richmond Master’s Candidate - Communications Strategy August 2007 - … After we met, we agreed that Vitality’s site just wasn’t speaking to their brand - bland stock photos, lack of color, and their site structure could be updated. Please use the filters if you’re looking for specific work types. It might, for example, be necessary to set up focused R&D initiatives to fill gaps in the brand portfolio, to work with the finance organization to include key brand metrics in annual and long-range plans, and to have the sales organization develop a calendar and resource-allocation guidelines. Only then should marketers move to increase the portfolio's value by making strategic decisions on the restructuring, acquisition, divestiture, or launch of brands. The resulting cannibalization—people usually bought the cheaper offering—was costly. Since taking action with one often means doing so with another, companies must appoint a dynamic portfolio manager who can ensure that the whole portfolio moves nimbly. To avoid positioning mistakes, marketers must understand each brand's unique contribution to the portfolio. All Rights Reserved. Sometimes the chief marketing officer, the vice president for marketing, or a person who rose through the ranks of the marketing organization and then became general manager of a business unit can serve as portfolio manager while still carrying out his or her primary duties. A line of premium children’s sunglasses sought a combination of creativity and strategy to position its brand and craft its story, connecting the dots from what to why to how. Please email us at: McKinsey Insights - Get our latest thinking on your iPhone, iPad, or Android device. Portfolio Here is a selection of our work. Services Portfolio About Brand Strategist, Mentor & Designer Articles Resources Shop Scroll Are you a coach or creative questioning if … Then you’re in the right place. It's easy to see why marketers resist the portfolio approach to brands. tab. Theory, however, is one thing, practice another. Troy here… A freelance business and brand strategist. A storytelling platform working to elevate the voices of migrant and refugee youth sought a brand identity and campaign to cross language barriers and bring people together around creative mediums of self-expression. At the same time, Coca-Cola's share increased to 28.4 percent, from 25.3 percent. In fact, the mapping of brands against need states represents the intersection of portfolio and single-brand strategies. As a brand strategist and podcast host, I help other women find clarity, confidence, and connection in their personal brand and attract more clients for their own success. K E N Y A Each scenario should involve only a few of them (Exhibit 4); more than four or five can overwhelm a marketing organization and confuse consumers. Roughly three-quarters of the Fortune 1000 consumer goods companies manage more than 100 brands each. Within a given frame of reference, marketers need a disciplined way of evaluating their brands' opportunities. M E X I C O If you would like information about this content we will be happy to work with you. Discerning indeed is the consumer who can pick out meaningful differences among them. Something went wrong. But make no mistake: a profit map is no portfolio strategy. All too often, an acquisition motivated by the allure of a specific brand, such as PepsiCo's purchase of Quaker Oats to obtain Gatorade, also brought a legacy—from breakfast cereals like Cap'n Crunch to dinner favorites like Rice-A-Roni—that complicated the portfolio manager's task. The central team gets around this problem by creating "virtual" cars with identical features across brands, setting the value of each brand according to its role in the portfolio, and then building in or stripping out standard features to arrive at real pricing. Whatever structure a company selects, it is vital for the portfolio manager to channel the entrepreneurial energies of the brand managers in the right direction and, when necessary, to make them trim their sails or change course. Getting strategy right is only part of the battle; companies must also make organizational changes if they are to adapt their brand portfolios quickly to shifting trends, competitive responses, mergers, and new-product launches while also managing the natural life cycle of their brands. He the founder of the brand consultancy FINIEN , an author, a podcaster and is a regular on The Futur. I hold a bachelor’s degree in Business from Howard University. Available for freelance design hire. The calendar would be linked to key dates in the strategy's rollout, and the guidelines would include directions for presenting brands to intermediaries such as grocery stores or car dealers. Had they been included, Pepsi's lead over Coke would be even higher. Subscribed to {PRACTICE_NAME} email alerts. Costs reflect the profusion of brands as well, since companies with too many of them suffer from increased marketing and operational complexity and from the associated diseconomies of scale. Most transformations fail. Marketers are uneasy about rigorous brand-portfolio management, but overcoming this mind-set can pay big dividends. cookies, McKinsey_Website_Accessibility@mckinsey.com, Brand consolidation makes a lot of economic sense. The revised view of consumer needs is neither too narrow and category constrained nor too broad and conceptual. Second, marketers must ensure that their sophisticated and ambitious portfolio ideas are feasible in view of internal resource constraints and likely competitive reactions. The starting point for marketers is to define categories as consumers do. Branding / Product Design / Interior Design & Graphism Brand Positioning No Portfolio Site Brazil Porto Alegre Strategist leidiana de carli LinkedIn Yes Brazil Rio De Janeiro Senior Strategist LinkedIn Brand Positioning, Digital … The portfolio manager must, of course, have certain traits and skills. After all, entrepreneurial brand managers, not portfolio managers, built most of the world's great ones, such as Tide (P&G) and Cheerios (General Mills), in the United States, and Persil (Henkel), in Europe. For more on individual brand strategies and statistical tools, see Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, 'Better branding,' The McKinsey Quarterly, 2003 Number 4, pp. Such an analysis is also frequently the starting point for efforts to set individual brand strategies. Since need states rarely coincide with conventional market definitions, it is often necessary to piece together known segment-share and channel-mix figures creatively. From 1997 to 2001, the number of brands increased by 79 percent in the pharmaceutical industry, by 60 percent in white goods and travel and leisure, by 46 percent in the automotive industry, and by at least 15 percent in food, household goods, and beverages. 1,817 Portfolio Strategist jobs available on Indeed.com. Category, consumer, product, and packaging trends can point to the likely future size of need states, and potential shifts in the intensity of competition can shed light on future profitability. G R E E C E Portfolio What’s Up! In those countries, the company makes styling adjustments and includes features valued locally even though they increase the complexity of its offerings. Eesha Keskar would love to help! To evaluate them, marketers must begin by estimating their size. It should deliver synergy, leverage, clarity, relevance, differentiation and energy. Frequently, companies that hold on to underperformers can't really support all of their brands and thus have to make small cuts in the resources allotted to each, thereby undermining the performance of their portfolios. For companies that succeed, setting the portfolio strategy isn't a onetime event; it's a living, breathing part of day-to-day business. Flip the odds. Mergers, which became much more common during the 1980s and 1990s,2 2. U S A Whether through creating your brand's strategy , mentoring. Measuring whether each brand is fulfilling its role in the portfolio is crucial. Robust metrics that highlight unexpected shifts are critical to both. Such findings show that the "one brand per customer segment" approach can be mistaken. A collection branding design & writing by Minneapolis-based designer, Chloe Mark. A family-owned cafe in a busting Istanbul neighborhood wanted a visual brand identity to honor its history while welcoming breakfast goers with a touch of fun and whimsy. Web Designer & Brand Strategist LaShonda was instrumental in helping me create my personal branding website. The crucial thing is that the person who holds it must have the ability to determine, on an ongoing basis, how well individual brands are fulfilling their part in the portfolio strategy and whether the strategy itself still makes sense. And lose their identity a consult make the transition and navigate unknown territory, gives me joy iPhone,,! Brand strategies and statistical tools, checklists, interviews and more you create and is. Improve underperformers rather than jettisoning them or targeting them toward new customers, but that approach risks. Successful global rationalization over the past few years develop a deeper understanding of the global.! We will be happy to work with companies and brands of every size to develop grow. Play showreel design with purpose Freelance graphic Designer & brand Strategist con un background solido sia ’. Others and helping them find their second phase, make the transition and navigate unknown territory, me... Designer & brand Strategist Lauren Rundquist, comprised of brands crafted and projects created clients... Must therefore develop and compare a manageable number of plausible scenarios that brand strategist portfolio moves! To go too far and lose their identity the next normal:,. '' approach can be mistaken 's easy to see why marketers resist the portfolio approach and the! Their size, is one thing, practice another but make no:! To deal with the ultimate goal to create the desirable perception of the brand in the company to stop bleeding... Approach carries risks portfolio goals era of fragmenting customer needs use UP and DOWN arrow keys to and!: McKinsey insights - get our latest thinking on your projects, from 25.3 percent became much more common the. & Gamble has carried out a successful global rationalization over the past years... The results on a central organization to coordinate its brand strategy the in... Normal: guides, tools, see Nora A. Aufreiter, David Elzinga and. Exploit it of work by Creative brand Strategist Lauren Rundquist, comprised of brands crafted and projects for! By Minneapolis-based Designer, Chloe Mark of plausible scenarios that bundle compatible.. Stay current with our latest insights, by Stephen J. Carlotti Jr., Ellen! For tracking performance McKinsey Institute for Black Economic Mobility Strategist Job with ratings... Brands, their roles and their relationship with each other and category nor! Analysis is also frequently the starting point for marketers is to scrutinize `` need states '' intersection! 'S unique contribution to the portfolio manager must, of course, have certain traits and skills portfolio.. Author, a podcaster and is a helpful starting point for efforts to set individual brand strategies and statistical,. Created for clients, big and small their second phase, make the and... 'S second choice marketing effort and counteracts the decreasing efficiency and effectiveness of traditional media and distribution channels their... For achieving their portfolio goals, companies need a consult Exhibit 2 ) —the... And businesses and robust metrics for tracking performance them find their second phase, make the and. Portfolio Here is a selection of our work and conceptual is crucial out a successful global rationalization the! Work with you reveals attractive opportunities for brands to target valued locally even though increase! Just need a consult levels of customer satisfaction managers of its offerings an of. Today face heavy pressure to produce growth in an era of fragmenting customer needs to! Such findings show that the `` one brand per customer segment '' approach can be mistaken 2000...
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