Brands represent a company’s most valuable intangible asset, and as such must be managed strategically. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. Only then can more tactical brand architecture decisions be made, such as: 1) how brands should relate to one another, 2) when a corporate brand should endorse a product brand, and 3) whether and to what extent visual identity and other expression elements should be shared across brands. This webinar will help participants understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. In doing so, it will leverage best practices, guiding principles, and real-world examples.

The following topics will be covered:
  • The differences between a brand, a name, and a product line, and more importantly, the strategic, financial and other requirements that go along with building and managing brands over time
  • Definitions of brand portfolio strategy and brand architecture, and how the two work together to build strong brand assets
  • The pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense
  • The key steps that comprise several project approaches—each of which incorporates varying levels of primary research and analytic rigor—for undertaking a brand portfolio strategy initiative

Presented by: Mitch Duckler, 
Senior Partner, FullSurge

Webinar Information
Date Presented:
March 25, 2013 1:00 PM Eastern
1 hour
Registration Fee:
Registration for this event is closed
Principles and Best Practices in Brand Portfolio Strategy and Architecture
Mitch Duckler is a senior partner in the Chicago office of FullSurge. He brings over 20 years of line management and strategy consulting experience in leading complex engagements and overseeing client relationships. His areas of expertise include brand strategy, customer and consumer insights, and innovation.

Prior to FullSurge, Mitch was a senior partner at Vivaldi Partners Group and a partner in the Chicago office of Prophet, where he co-led the brand strategy practice area. He has successfully led engagements for Fortune 500 companies, including Boeing, U.S. Cellular, Deloitte, Kellogg’s, Best Buy, Campbell’s Soup, NBC Universal, Wrigley, The Home Depot, General Electric and ExxonMobil. He also worked for Kuczmarski & Associates where he led engagements that helped clients identify and commercialize new product opportunities.

Mitch began his career in brand management at Unilever Home & Personal Care, where he worked on category-leading personal care brands such as Suave, Finesse, and Degree. He also worked for The Coca-Cola Company, where he helped launch an in-house marketing consulting group that provides consumer and brand marketing consulting services to many of the company's largest retail customers.
Mitch has chaired annual strategic conferences for the American Marketing Association (AMA) and has been a featured speaker and workshop facilitator for the Association of National Advertisers (ANA). He has written articles on brand and marketing strategy for industry periodicals, including Brandweek, Marketing News, and Marketing Management. He has also guest lecturered for Northwestern University’s Kellogg School of Management and Medill Integrated Marketing Communications.

Mitch earned a B.S. in Business from the University of Minnesota and an M.B.A. from the University of Michigan.

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