Why a unified brand beats a portfolio of many

Organisations on acquisition sprees risk building up a stack of logos that cause internal and external confusion. Principals’ Charlie Rose outlines a solution.

Is it time to rethink your brand portfolio?

If your business has been on an acquisition spree, or if it’s been a slow build-up of self-made brands, now’s the perfect moment to consolidate. Without a purposeful approach, you’re not scaling – you’re stacking logos, teams, and confusion.

In recent years, brand portfolio simplification has increased across many sectors, including energy, technology, and even waste management. However, most corporate groups simply don’t have the scale to maintain a true house of brands.

So, what’s the answer? Transition to a branded house, unifying under one powerful master brand.

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Read the full article on WARC.

Charlie Rose is Strategy Director in Principals Melbourne Studio. 

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