What’s Sprite to Coca Cola? An Exploration of Brand Portfolios

Do you know how you have siblings, cousins, aunts, and uncles? Well, brands kind of do too — only their fellow brands probably don’t get way too aggressive about the conspiracy theories they believe in while everyone’s just trying to enjoy Thanksgiving dinner like somebody’s Uncle Gary does every year. While brands don’t go through that kind of situation that totally doesn’t apply to me, they’re still generally related — falling under umbrellas set by larger, overarching firms. And if we’re running with the whole family analogy, the family trees those umbrellas set are known as brand portfolios. Here, we’ll…

How Brand Management Has a Direct Impact on Your Bottom Line

If your business was a person, your brand would be its personality. It’d be how you introduce yourself to new friends (er, customers) and how you build a trusting relationship with them. Your brand is a living, breathing entity … and it’s your job to help it grow and improve. This is what we call brand management. Creating a brand is thrilling, but it’s not enough. As your business scales, grows, changes, and succeeds, your brand must follow suit. That’s why we created this guide — to cover the basics of brand management and equip you with the tools you…