Unprecedented pressures have challenged the established traditions of brand portfolio management over the past 18 months, revealing new imperatives that companies must now face. As the world nudges towards the new living-with-COVID-as-normal, and brand owners take stock, brands must optimize the approach they take to managing their brand portfolios – and fast.
The new world: What does it look like?
One of the pandemic’s greatest impacts on companies has been an acceleration and intensification of existing trends, such as social media and digitization – a fact now widely recognized.
For brand owners, this has meant a significant increase in the...