Managing mixed brand portfolios in a time of experimentation and flux: a case for the Masterbrand

Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

We are living in a time where change is the only constant – categories are converging, business lines evolving, new types of companies emerging – and the pandemic has only accelerated the pace. Brands need to ready themselves for new market opportuni It works the other way as well, with B2C companies now offering B2B services, like Singapore startup Sharent which pivoted from offering a platform for individuals to share underutilised goods with other individuals (such as baby prams), to expanding to businesses allowing them to rent their underutilised machines or spaces to other businesses.

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