Optimizing Brand Portfolio and Architecture for a Personal Care Client
Category
Brand Portfolio & Architecture
Challenge
Our client, a personal care and skincare company with multiple brands and product lines, was performing well but had yet to fully optimize its brand portfolio to better align with market segments and target audiences. The client needed a more structured approach to ensure their diverse brands were positioned to maximize their potential and that the overall brand strategy was aligned with the company’s long-term business goals.
Approach
We began by conducting a thorough analysis of the client’s existing brand portfolio, assessing how each brand and product line was positioned in the market relative to its target segments. We identified gaps and overlaps that were causing inefficiencies in the company’s marketing efforts, leading to missed opportunities in key market segments.
By realigning the brand portfolio and architecture with the company’s strategic goals, we helped streamline the brands to serve distinct roles that addressed the needs of different customer segments. Each brand was given a clear, differentiated purpose, ensuring that the company’s marketing efforts were more focused and effective. This realignment allowed for better allocation of resources, reduced internal competition between the brands, and improved clarity in messaging to consumers.
Result
