Supporting the Right Brands

Viewpoint by Scott Davis, Senior Partner

Quite frankly, it takes a truly unique leader to put this tricky, emotional, and incredibly strategic statement on the table. We continue to see company after company brand everything and anything in their portfolio mix—whether it is a product, a service, a feature or an attribute, or the program de jour. Many companies such as BP, Emerson, Ingersoll-Rand, P&G, Tyco, and UBS, have recently realized that this is the case within their companies and that they needed to reallocate resources and shift the emphasis and focus within their portfolios to fewer, more powerful brands. In the end, there is not necessarily a right or a wrong brand portfolio or answer for your organization—nothing is that black or white—but instead this is about making smart, deliberate, and consistent brand-building choices, all of which are in service of your company’s longer-term goals and objectives.