Making global brand portfolios stronger by their relationship

Over 25 years ago Al Ries and Jack Trout wrote the brand classic Positioning: The Battle for Your Mind.

The book still has a tremendous impact on our brand philosophy all these years later. Positioning: The Battle for Your Mind teaches ultimate appreciation for the importance of the single brand.

However, as today’s global brand icons acquire additional brands, there exists the need to bring these brands together in a cohesive brand portfolio. Customers must embrace the relationship and benefit of buying from a single unified global brand that has made the portfolio stronger by their connection.

Equally important, employees need to embrace these new relationships and elevate the newfound strength of the entire brand portfolio to customers.

Making global portfolio brands stronger by single ownership lifts all brands in the boat, and is the sweet spot of our brand work.