What is BRANSURGE®?
The marketing function is the enabler and direction setter of the commercial engine, and the enterprise’s interpreter of its customers. Unfortunately, the function is often confined to controlling marketing expenditures, and performing cost-benefit analysis of tactical marketing actions. Missing prominently is the assessment of and action on “portfolio lifecycle” – which is the singularly most defining characteristic of a company’s product assets. While “brand lifecycles” are usually under constant surveillance, marketing divisions grudgingly worry about portfolio constitution. BRANSURGE® provides a comprehensive assessment of your product and brand portfolio; categorises brands based on their roles, goals and strategies; and identifies interventions to strengthen and manage the “portfolio lifecycle”.
The marketing function is the enabler and direction setter of the commercial engine. Unfortunately, the function is often confined to controlling marketing expenditures and conducting cost-benefit analyses of tactical marketing actions. Missing prominently is the assessment of “portfolio lifecycle” – which is the most defining characteristic of a company’s product assets. BRANSURGE® provides a comprehensive assessment of your product and brand portfolio; categorises brands based on their roles, goals and strategies; and identifies interventions needed to strengthen and manage the “portfolio lifecycle”.
The marketing function is the enabler and direction setter of the commercial engine. Unfortunately, the function is often confined to controlling marketing expenditures and conducting cost-benefit analyses of tactical marketing actions. Missing prominently is the assessment of “portfolio lifecycle” – which is the most defining characteristic of a company’s product assets. BRANSURGE® provides a comprehensive assessment of your product and brand portfolio; categorises brands based on their roles, goals and strategies; and identifies interventions needed to strengthen and manage the “portfolio lifecycle”.
The marketing function is the enabler and direction setter of the commercial engine. Unfortunately, the function is often confined to controlling marketing expenditures and conducting cost-benefit analyses of tactical marketing actions. Missing prominently is the assessment of “portfolio lifecycle” – which is the most defining characteristic of a company’s product assets. BRANSURGE® provides a comprehensive assessment of your product and brand portfolio; categorises brands based on their roles, goals and strategies; and identifies interventions needed to strengthen and manage the “portfolio lifecycle”.
Why worry about “portfolio lifecycle”? Why get BRANSURGE®?
“Brand lifecycles” are critical for brand strategies, but are not sufficient in of themselves. The amalgamated view of the lifecycles of all brands leads to the lifecycle view of the portfolio, and provides an excellent idea of its constitution. Obtaining this view is arguably the first and most central step in developing the marketing plan. High quality portfolios need to contain brands that exhibit varied characteristics and perform different roles in the enterprise of collective performance. Get BRANSURGE® to get an insightful assessment of your brand portfolio and a helpful view of its constitution; to place your brands into meaningful cohorts; to characterise these cohorts by specifying their roles, goals, strategies and resourcing approaches; and to identify big-ticket interventions to strengthen the “portfolio lifecycle”.
The amalgamated view of the lifecycles of all brands leads to the lifecycle view of the portfolio, and provides an excellent idea of its constitution. Obtaining this view is the first step in developing the marketing plan. High quality portfolios need to contain brands that exhibit varied characteristics and perform different roles. Get BRANSURGE® to get an insightful assessment of your brand portfolio and its constitution; to place your brands into meaningful cohorts and characterise them with roles, goals, strategies and resourcing; and to identify interventions to strengthen the “portfolio lifecycle”.
The amalgamated view of the lifecycles of all brands leads to the lifecycle view of the portfolio, and provides an excellent idea of its constitution. Obtaining this view is the first step in developing the marketing plan. High quality portfolios need to contain brands that exhibit varied characteristics and perform different roles. Get BRANSURGE® to get an insightful assessment of your brand portfolio and its constitution; to place your brands into meaningful cohorts and characterise them with roles, goals, strategies and resourcing; and to identify interventions to strengthen the “portfolio lifecycle”.
The amalgamated view of the lifecycles of all brands leads to the lifecycle view of the portfolio, and provides an excellent idea of its constitution. Obtaining this view is the first step in developing the marketing plan. High quality portfolios need to contain brands that exhibit varied characteristics and perform different roles. Get BRANSURGE® to get an insightful assessment of your brand portfolio and its constitution; to place your brands into meaningful cohorts and characterise them with roles, goals, strategies and resourcing; and to identify interventions to strengthen the “portfolio lifecycle”.
Who will benefit from BRANSURGE®?
Chief executives and business heads benefit from BRANSURGE®. The holistic view of brand portfolio provides them with a strong handle on performance and shines the light on strategic actions such as new product development, branding investments and brand acquisitions. Marketing heads benefit from being able to develop and execute against more coherent and higher impact marketing plans, which find their starting point in the “portfolio lifecycle” view provided by BRANSURGE®. Sales heads benefit from greater clarity of selling strategies suited to different brand cohorts, and from being able to leverage the full portfolio for widening and deepening customer franchise. In the end, your customers are the most important beneficiaries of BRANSURGE® as they understand, embrace and identify with your brand portfolio.
Chief executives and business heads benefit from the holistic view of the product and brand portfolio, which provides them with a strong handle on performance and shines the light on strategic actions needed, such as new product development, branding investments and brand acquisitions. Marketing heads benefit from more coherent and higher impact marketing plans. Sales heads are now able to leverage the full portfolio for widening and deepening customer franchise. In the end, your customers are the most important beneficiaries of Bransurge® as they understand, embrace and identify with your product and brand portfolio.
Chief executives and business heads benefit from the holistic view of the product and brand portfolio, which provides them with a strong handle on performance and shines the light on strategic actions needed, such as new product development, branding investments and brand acquisitions. Marketing heads benefit from more coherent and higher impact marketing plans. Sales heads are now able to leverage the full portfolio for widening and deepening customer franchise. In the end, your customers are the most important beneficiaries of Bransurge® as they understand, embrace and identify with your product and brand portfolio.
Chief executives and business heads benefit from the holistic view of the product and brand portfolio, which provides them with a strong handle on performance and shines the light on strategic actions needed, such as new product development, branding investments and brand acquisitions. Marketing heads benefit from more coherent and higher impact marketing plans. Sales heads are now able to leverage the full portfolio for widening and deepening customer franchise. In the end, your customers are the most important beneficiaries of Bransurge® as they understand, embrace and identify with your product and brand portfolio.
Where (in which settings) should you get BRANSURGE®?
Get BRANSURGE® to strengthen your “brand portfolio lifecycle” when faced with any of six situations. First, “unattended portfolio”: when the marketing function has not engaged with the portfolio in a holistic manner. Second, “undifferentiated portfolio”: when your portfolio comprises of brands that have similar sounding goals and play similar performance roles. Third, “aged portfolio”: when new brand launches and acquisitions have dried up. Fourth, “juvenile portfolio”: when brands are mostly young and lack heft. Fifth, “irrelevant portfolio”: when the portfolio view exists and is in order, but rarely used by marketing for planning and resource allocation. Sixth, “unadvertised portfolio”: when the portfolio has potential but has not been communicated effectively to customers.
Get BRANSURGE® to strengthen your “portfolio lifecycle” when faced with any of the following six situations. First, “unattended portfolio”: when marketing leadership has not engaged with the portfolio. Second, “undifferentiated portfolio”: when brands in portfolio have similar goals and roles. Third, “aged portfolio”: when new brand launches have dried up. Fourth, “juvenile portfolio”: when brands are mostly young and lack heft. Fifth, “irrelevant portfolio”: when the portfolio view is rarely used for marketing tasks. Sixth, “unadvertised portfolio”: when a portfolio with potential is largely unknown to customers.
Get BRANSURGE® to strengthen your “portfolio lifecycle” when faced with any of the following six situations. First, “unattended portfolio”: when marketing leadership has not engaged with the portfolio. Second, “undifferentiated portfolio”: when brands in portfolio have similar goals and roles. Third, “aged portfolio”: when new brand launches have dried up. Fourth, “juvenile portfolio”: when brands are mostly young and lack heft. Fifth, “irrelevant portfolio”: when the portfolio view is rarely used for marketing tasks. Sixth, “unadvertised portfolio”: when a portfolio with potential is largely unknown to customers.
Get BRANSURGE® to strengthen your “portfolio lifecycle” when faced with any of the following six situations. First, “unattended portfolio”: when marketing leadership has not engaged with the portfolio. Second, “undifferentiated portfolio”: when brands in portfolio have similar goals and roles. Third, “aged portfolio”: when new brand launches have dried up. Fourth, “juvenile portfolio”: when brands are mostly young and lack heft. Fifth, “irrelevant portfolio”: when the portfolio view is rarely used for marketing tasks. Sixth, “unadvertised portfolio”: when a portfolio with potential is largely unknown to customers.
How does BRANSURGE® work?
The design of BRANSURGE® is based on our proprietary five-part framework called ‘PACK-ROAR’. With BRANSURGE®, you undergo the four stages of ‘installation’, ‘engagement’, ‘analysis’ and ‘dissemination’ over twelve weeks. To install BRANSURGE®, you specify the lacunae in the existing portfolio; select brands for which you desire additional emphasis; provide data related to marketing planning and brand performance; and nominate research respondents. BRANSURGE® then examines the data, interacts with respondents and analyses research inputs. Final output for leadership includes a quantitative assessment of the “portfolio lifecycle”; gaps in “roles”, “goals”, “strategies” and “resourcing” of brand cohorts; and an enumeration of major interventions needed to strengthen the “portfolio lifecycle”.
The design of BRANSURGE® is based on our proprietary five-part framework called ‘PACK-ROAR’. “Installation”, “engagement”, “analysis” and “dissemination” takes place over twelve weeks. To install BRANSURGE®, you select brands for emphasis; provide relevant data; and nominate respondents. BRANSURGE® then examines the data, interacts with respondents and analyses research inputs. Final output includes a quantitative assessment of the “portfolio lifecycle”; gaps in “roles”, “goals”, “strategies” and “resourcing” of brand cohorts; and interventions to strengthen “portfolio lifecycle”.
The design of BRANSURGE® is based on our proprietary five-part framework called ‘PACK-ROAR’. “Installation”, “engagement”, “analysis” and “dissemination” takes place over twelve weeks. To install BRANSURGE®, you select brands for emphasis; provide relevant data; and nominate respondents. BRANSURGE® then examines the data, interacts with respondents and analyses research inputs. Final output includes a quantitative assessment of the “portfolio lifecycle”; gaps in “roles”, “goals”, “strategies” and “resourcing” of brand cohorts; and interventions to strengthen “portfolio lifecycle”.
The design of BRANSURGE® is based on our proprietary five-part framework called ‘PACK-ROAR’. “Installation”, “engagement”, “analysis” and “dissemination” takes place over twelve weeks. To install BRANSURGE®, you select brands for emphasis; provide relevant data; and nominate respondents. BRANSURGE® then examines the data, interacts with respondents and analyses research inputs. Final output includes a quantitative assessment of the “portfolio lifecycle”; gaps in “roles”, “goals”, “strategies” and “resourcing” of brand cohorts; and interventions to strengthen “portfolio lifecycle”.
When during the operating year should you get BRANSURGE®?
BRANSURGE® is designed for biennial as well as episodic usage. BRANSURGE® requires twelve weeks for the ‘installing’, ‘engaging’, ‘analysing’ and ‘disseminating’ phases. When using BRANSURGE® on a biennial cycle, we recommend usage during third, fourth or first quarters. Usage during third or fourth quarter benefits the marketing plan development for the upcoming year. Usage during first quarter allows marketing leadership to make suitable changes to the marketing plan for three quarters. We do not recommend usage of BRANSURGE® during second quarter since the output would be late for ongoing year and early for the upcoming year. For episodic usage, we do not suggest a timing. Use BRANSURGE® whenever you are faced with any of the six situations mentioned earlier.
BRANSURGE® is designed for biennial as well as episodic usage. When using BRANSURGE® on a biennial cycle, we recommend usage during the third, fourth or first quarters. Usage in the third or fourth quarter benefits the marketing plan development for the upcoming year. Usage during the first quarter allows suitable changes to the marketing plan for three full quarters. Usage of BRANSURGE® in the second quarter is late for the ongoing year and early for the upcoming year. For episodic usage, we do not suggest a timing. Use BRANSURGE® when faced with any of six situations mentioned earlier.
BRANSURGE® is designed for biennial as well as episodic usage. When using BRANSURGE® on a biennial cycle, we recommend usage during the third, fourth or first quarters. Usage in the third or fourth quarter benefits the marketing plan development for the upcoming year. Usage during the first quarter allows suitable changes to the marketing plan for three full quarters. Usage of BRANSURGE® in the second quarter is late for the ongoing year and early for the upcoming year. For episodic usage, we do not suggest a timing. Use BRANSURGE® when faced with any of six situations mentioned earlier.
BRANSURGE® is designed for biennial as well as episodic usage. When using BRANSURGE® on a biennial cycle, we recommend usage during the third, fourth or first quarters. Usage in the third or fourth quarter benefits the marketing plan development for the upcoming year. Usage during the first quarter allows suitable changes to the marketing plan for three full quarters. Usage of BRANSURGE® in the second quarter is late for the ongoing year and early for the upcoming year. For episodic usage, we do not suggest a timing. Use BRANSURGE® when faced with any of six situations mentioned earlier.
© Copyright 2019 
All rights reserved.
© Copyright 2019 All rights reserved.
© Copyright 2019 All rights reserved.
© Copyright 2019 All rights reserved.