The Brand Manager, CPG, is responsible for setting the strategic direction of all marketing activities and product development for the Kent Precision Foods Group consumer packaged goods portfolio of products…This role will be responsible for creating consumer demand by defining the brands’ short and long-term visions and developing strategies encompassing all aspects of the marketing mix… It's easy to see why marketers resist the portfolio approach to brands. U S A G E R M A N Y To avoid positioning mistakes, marketers must understand each brand's unique contribution to the portfolio. tab. A portfolio of work by Creative Brand Strategist Lauren Rundquist, comprised of brands crafted and projects created for clients, big and small. An international language program wanted creative deliveries rooted in strategic thinking and smart insights, and a brand identity to resonate with an international audience. 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. Such an analysis is also frequently the starting point for efforts to set individual brand strategies. Other metrics should be tailored to the strategic goals for each brand. 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 … 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. 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. U S A 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. But much will also be required of the organization, including unity of purpose across functions and businesses and robust metrics for tracking performance. A small business consultant for entrepreneurs in the beauty industry wanted to narrow down and amplify their messaging and develop a concise and compelling professional identity. The revised view of consumer needs is neither too narrow and category constrained nor too broad and conceptual. A collection branding design & writing by Minneapolis-based designer, Chloe Mark. 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. Marketers also worry about the repercussions of using a portfolio approach and making the wrong call. Pepsi's share of the US noncarbonated segment increased from 37.6 percent in 2000 to 45.6 percent in 2003. 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. Had they been included, Pepsi's lead over Coke would be even higher. Theory, however, is one thing, practice another. 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. Shop customizable ShowIt5 templates. The common career path of a brand strategist. 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 … If you're looking to build and define your product/service using the right strategy, user research, brand purpose, voice, and visual design. Analyse competitors strategies, brand positioning, marketing trends to recommend better solutions to clients Work collaboratively with relevant stakeholders in conceptualizing ideas, strategizing on solutions to brand business and communication objectives, and monitoring market and competitive activities as it relates to the portfolio within your purview. The fit between the redefined frame of reference and existing organizational capabilities also provides a reality check. 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. Robust metrics that highlight unexpected shifts are critical to both. Search Product portfolio strategist jobs. tab, Travel, Logistics & Transport Infrastructure, McKinsey Institute for Black Economic Mobility. Flip the odds. Subscribed to {PRACTICE_NAME} email alerts. 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. Roughly three-quarters of all new brands fail. 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. Many companies mapping out their portfolios find that they have at least one relatively weak brand. It has therefore made acquisitions (Gatorade, SoBe, Tropicana), developed new products (Amp, Aquafina), and completed several joint ventures (the one with Starbucks led to the bottled Frappuccino). The resulting profit pool map (Exhibit 3) reveals attractive opportunities for brands to target. We'll email you when new articles are published on this topic. I help online business owners build a brand they love and one that grows their business. Portfolio Here is a selection of our work. Pepsi has the number-one brand in water, juices, iced tea, and sports drinks. Among other ills, this explosion makes it harder to define customer segments and positioning objectives consistently. I work with companies and brands of every size to develop, grow, and improve. Press enter to select and open the results on a new page. 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. 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. 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. Restructuring doesn't involve pursuing customers whom a company doesn't currently serve; rather it means changing the brands that serve its present customers. 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. 3. 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. An artist sought to define the brand behind her intentional creations – a tone, a narrative, a purpose for existing and a visual identity to bring it to life. K E N Y A 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. Marketers are uneasy about rigorous brand-portfolio management, but overcoming this mind-set can pay big dividends. 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. A handmade cosmetics company sought to bring their brand to life through logo, packaging, and a sweetly tangible brand experience. 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. Something went wrong. Our mission is to help leaders in multiple sectors develop a deeper understanding of the global economy. Roughly three-quarters of the Fortune 1000 consumer goods companies manage more than 100 brands each. Second, marketers must ensure that their sophisticated and ambitious portfolio ideas are feasible in view of internal resource constraints and likely competitive reactions. Some choose to retain and improve underperformers rather than jettisoning them or targeting them toward new customers, but that approach carries risks. Serving others and helping them find their second phase, make the transition and navigate unknown territory, gives me joy. It's easy to see why marketers resist the portfolio approach to brands. 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. 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. Only then should marketers move to increase the portfolio's value by making strategic decisions on the restructuring, acquisition, divestiture, or launch of brands. Finally, they should know when a brand is the consumer's second choice. 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. I would stress that if you want to rebrand, if you want to take your company to the next level, and you want it to be EASY and make you think -- then I would highly 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. Please try again later. 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. U S A 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. In those countries, the company makes styling adjustments and includes features valued locally even though they increase the complexity of its offerings. 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. My Branding Strategist specializes in exceptional website and graphic designs, styled specifically to help you create and refine an incredible brand. 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. One benefit of developing a profit map is that it helps catalyze more dramatic action by painting a clear picture of the economic opportunities companies forgo if they don't take the portfolio approach. Strong operating results have followed.4 4. We strive to provide individuals with disabilities equal access to our website. But managing them has become more difficult, since companies in maturing sectors have not only used new brands and products to pursue continued growth but also resisted pruning existing ones, in hopes of maintaining market share, cash flows, and long-lived consumer franchises. U S A To evaluate them, marketers must begin by estimating their size. 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 bran… A digital marketing agency undergoing a rebrand wanted a website designed to place their values at the forefront and their clients as their superstars—leveraging digital to magnify good. Steve Carlotti and Mary Ellen Coe are principals in McKinsey's Chicago office, and Jesko Perrey is a principal in the Düsseldorf office. 189–93. 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. How do such companies do so? 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. 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. Clear Communicator with strong writing, verbal, and presentation skills. Our flagship business publication has been defining and informing the senior-management agenda since 1964. For more on individual brand strategies and statistical tools, see Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, '. 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. Such an analysis is also frequently the starting point for efforts to set individual brand strategies. I took some new photos of the team and space and 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. Present the most important skills in your resume, there's a list of typical brand strategist skills: Excellent storytelling, writing and presentation skills. This timely channel data prompted the company to stop the bleeding quickly. Restructuring is scary because it involves modifying brands and consumer attitudes. 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