Developing a Brand Portfolio and Architecture Strategy (Full Day) | School of Marketing | ANA

Developing a Brand Portfolio and Architecture Strategy (Full Day)

How to Optimize A Collection of Brands to Achieve Business Objectives
(Full Day Workshop)

Workshop Description

Many companies struggle to answer the question of whether they are a branded house or a house of brands. There are many circumstances that can lead to this question: 

  • Acquired brands have proliferated within your portfolio leading to customer confusion
  • Important market segments are sub-optimally covered by brands in the portfolio
  • Brands are not organized strategically to drive future growth 
  • Brands do not have clear roles or relationships with each other
  • Brands are inconsistently named, requiring inefficient one-off marketing developments
  • Brands are under-leveraged or lack relevancy for chosen markets

This workshop will help you determine your brand portfolio as well as your architecture strategy. You will first learn how to establish a long-term strategy that utilizes brand assets and optimizes internal resources to maximize impact. Then, you will learn how to organize and use different types of brands and brand elements. Finally, how to effectively migrate your current brand portfolio, and how to express it in a cohesive and relevant way. Led by a highly experienced consultant with more than 25 years of client-side and consultancy experience, this workshop guides you through a comprehensive process for defining your market map, building sets of brands, and constructing a naming convention you can apply to your entire portfolio.

In the end, this workshop will give you an initial brand portfolio and architecture plan that you may implement immediately. 

Who Is This Workshop For?

This workshop is for mid- to senior-level brand marketers who have particularly challenging business issues to address given the existing structure of their brand portfolio architecture. 

To be effective, this workshop assumes that you and your team have a clear understanding of the following:

  • Your brands’ positions in the markets they serve in terms of their key benefits, offers, and target customers
  • Your competitive positioning
  • The presiding frames of reference for the category and the key dimensions or factors customers use in deciding on brands
  • The scale or scope of each brand in the portfolio

If you or the team do not have these key “understanding requirements,” the instructors can work with you to customize this workshop to meet your needs.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • The key elements of brand architecture
  • How to use market maps
  • Ways to channel marketing efforts appropriately for any brand
  • How to increase relevancy and better leverage brands
  • How to align brands to market opportunities
  • Ways to master the key elements of brand architecture, including brand hierarchy and brand types

This workshop helps attendees increase marketing efficiency by teaching them:

  • Best practices in portfolio migration
  • Ways to allocate the right resources to the brands with the most growth potential
  • How to channel more efforts into fewer brands with broader appeal
  • How to develop a robust brand portfolio and architecture plan that can be implemented right away

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to apply resources across their portfolios in a coordinated way that provides the most bang for their buck
  • Ways to synergize brands within the portfolio


Download the full agenda here


  • Mitch Duckler

    Mitch Duckler is managing partner of FullSurge, a strategic consulting firm that helps clients achieve business growth through brand building. Mitch teaches Developing a Brand Portfolio Strategy Workshop.