Brand portfolio management in a post-COVID world

Brian Meyers

As the world nudges towards the new living-with-COVID-as-normal, companies must optimize the approach they take to managing their brand portfolios.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands