The Fellows Fundamentals: Optimising a Brand Portfolio

As part of the The Fellows Fundamentals series Ruth Saunders breaks down optimising a brand portfolio.  

At the end of the twentieth century, senior leaders believed that the more brands they had, the more their company would grow – with brand proliferation rife. Today, however, it’s a different story.  Senior leaders have since realised that the majority of company profit is generated by a small number of brands – reflecting the “80-20 rule” where ‘roughly 80% of the effects come from 20% of the causes’.

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