Developing a Brand Portfolio and Architecture Strategy

Seats are limited and confirmation of attendance will be required in advance of the session.

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 to 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 and maximizes impact. Then, you will learn about how to organize and use different types of brands and brand elements, how to effectively migrate your current portfolio, and how to express your brand portfolio in a cohesive and relevant way to maximize impact. 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.

Download the full benefits here


  • Setting the Stage (20 min)
  • Warm-up: Model Portfolio Guiding Principles (60 min)
  • Break (15 min)
  • Market Maps (15 min)
  • Market Maps Exercise (45 min)
  • Brand Portfolios (45 min)
  • Lunch (60 min)
  • Brand Architecture Deep Dive Overview (30 min)
  • Brand Architecture Deep Dive Exercise (60 min)
  • Break (15 min)
  • Evaluations (60 min)
  • Migration (30 min)
  • Closing and the Path Forward (30 min)


Start: Thursday, July 16, 2020 at 9:00am

End: Thursday, July 16, 2020 at 5:00pm


Reed Smith LLP
10 S Wacker Dr
40th Floor
Chicago, IL 60606

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Developing a Brand Portfolio and Architecture Strategy Client-Side Tier $0 Platinum Tier $0 Gold Tier $499 Silver Tier $599 Individual $799 Nonmember $799



Mitch Duckler

Mitch Duckler is managing partner of FullSurge. He has over 25 years of line management and strategy consulting experience in leading complex engagements and overseeing client relationships. His areas of expertise include brand strategy, customer and consumer insights, and innovation. He has successfully led engagements for Fortune 500 companies, including Boeing, U.S. Cellular, Deloitte, Kellogg’s, Best Buy, Campbell’s Soup, NBC Universal, Wrigley, The Home Depot, General Electric and ExxonMobil.

Mitch is President-Elect of the Marketing Advisory Council of the American Marketing Association (AMA). He has also chaired the AMA’s Annual Marketing Conference three consecutive years, and has been a featured speaker and workshop facilitator for the Institute for International Research (IIR), and Institute for the Study of Business Markets (ISBM). He has written articles on brand and marketing strategy for industry periodicals, including Brandweek, Marketing News, and Marketing Management.