Michael Robinson of Totaljobs

Michael Robinson, Marketing Director at Totaljobs, discusses the importance of branding to manage complex architectures and maximise the value of acquisitions in aggressive growth strategies

Brand Architects have helped manage that portfolio through defining an individual positioning for each brand that really needs to stand out from the other.

Michael Robinson, Marketing Director, TotalJobs

When I first walked through the door and met with the team at Brand Architects, I was expecting that I needed to have a new name – and today one year on, I realise that was the least of my worries. The name was almost unimportant in this process; it was understanding the positioning of our business; the definition of our business; and the vision of where we wanted to go, and how the brand would align with that – and the name became obvious, once we’d got to the end: but to tell me that at the beginning… I actually didn’t believe it.

Mike Froud, Senior Vice President of Ovivo

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Brand architecture and portfolio

For complex businesses, multiple mergers and acquisitions may leave a confused legacy of brands and products. This can create conflict and ultimately damage their brand equity. Proactive portfolio management enables organisations to leverage the strength of their overall 'parent' brand as well as maximise the value of individual brands within it.

Brand Architects act first to create perfect clarity around the organisational brand identity, using rigorous deep-level processes to interrogate, refine and articulate the guiding vision and strategic objectives driving the company as a whole. Working from the inside out, we look deeper to identify core strengths and cultural traits in order to anchor the organisation around its natural assets. Using the clearly defined parent brand as a structure through which to navigate the product portfolio, we can analyse which products offer the best strategic support for the brand as a whole, and which ultimately threaten to dilute its equity.

By assessing individual products - the markets they serve, the product lifecycle, the competitive advantage - through the determining framework of the parent brand, we can provide our clients with the tools to proactively manage their portfolio as they grow and continue to create new shareholder value.

Articles that may interest you

Aaker, D.A.2004

Brand Portfolio Strategy: Creating Relevance

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Davidson, H, 2005

The Committed Enterprise: Making Vision, Values and Branding Work.

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Branding for an Aggressive Growth Strategy

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