Supporting the Right Brands

Viewpoint by Kevin O'Donnell, Senior Partner

To quote one of our clients who has responsibility for managing his company's brand portfolio, "Everyone with a dollar and a dream wants his/her own brand." Said another way, while it is relatively easy to create a brand, it is far more difficult for organizations to regularly and systematically review their portfolios to determine whether or not they've got the right mix of brands to be most effective. All brands require care and feeding, but what becomes most destructive is when underperformers end up stealing even a little oxygen away from those brands that need all the nourishment they can get to win in the marketplace.