Improving financial performance through brand portfolio optimization

October 11, 2010

Here is a piece I wrote about "Improving financial performance through brand portfolio optimization." (Click the image below to download.)

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What I enjoyed most about authoring this article is that it forced me to seek the truth to the brand consulting industry’s contention that, done well, brand portfolio strategy work really can have enormous financial returns for a company. I believe you only know if a brand restructuring has delivered a significant pay out if you take a long view on comparing where a company’s performance was prior to the branding shift against its performance post-shift. Looking back over their stock performance versus their peers/benchmarks, personally, I found both the D&B and RBC Financial Group cases really compelling examples that do prove the point in an irrefutable way. What makes me very happy is that I know the CEOs of those companies would agree.

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