Three steps to portfolio success: Learning from leading brands with Steven Melford
Description
This episode of The Persuasion Game podcast is about the three things you have to do as a brand to get your portfolio strategy right.
Our guest this week is Steven Melford, who co-founded The Forge 12 years ago.
Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future.
We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities.
This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands.
Links:
Steven’s article: Why your portfolio could be getting in the way of your growth ambitions
CREDITS:
The secret to a winning portfolio with Sally Smallman, Diageo
Julian Gomez Part 2: Unlocking brand portfolio growth
Breaking through in innovation with Jane Buck, Cadbury
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
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Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00 ) Introduction
(02:29 ) Understanding Portfolio Strategy
(05:04 ) Distinctiveness in Portfolio Strategy
(10:33 ) Challenges and Opportunities in Portfolio Strategy
(16:18 ) Consumer-Centric Approach
(21:28 ) Future Value and Market Trends
United States
