How should meaning be distributed across the portfolio?
A disciplined process for applying the Brand Concept consistently across every element of the portfolio.
1
Brand Concept
The enduring meaning the brand stands for.
- The single, unifying idea that gives the brand its meaning and role.
- This is the reference point for every decision.
2
Portfolio Element
What is the Portfolio Element we are evaluating?
- Any product, range, service, sub-brand, endorsed brand, variant, etc.
- One element at a time.
3
Inherited Meaning
What should this element consistently inherit from the Brand Concept?
- Which meaning, associations and equities must it reinforce?
- These are the non-negotiable connections to the brand.
4
Unique Meaning
What makes this element different and relevant?
- The specific attribute or benefit that sets it apart from other elements in the portfolio.
- Its relevance to the category or the consumer need it serves.
5
Consumer Fit
How does this element uniquely meet the needs of people, occasions or categories?
- What distinct consumer need, situation or job does it address?
- Who is it for and when is it chosen?
6
Value Proposition
What unique value does this element create within the portfolio?
- What makes it meaningfully different and valuable?
- The reason to choose it over other options.