Prioritize Brands in the Portfolio: Developing a Brand Portfolio Strategy in a Silo Environment

Most CMOs looking at their organizations see too many brands with too few priorities and too little leverage--a context that makes it difficult to create strong brands and effective marketing. Silos, particularly product silos, can significantly contribute to brand proliferation and the absence of an effective portfolio strategy. Developing a brand portfolio strategy in a silo environment involves making the decision to add or eliminate brands, assign roles and establish priorities, and determine how to leverage the strategic brands. This chapter introduces three frameworks that can help.