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Strategy

A strategy is brand’s master plan how to evolve its business successfully. A strategy can be worked out one or several functional areas of a business. Common functional strategies are a marketing strategy, a sourcing strategy or a retail strategy.Global lifestyle brands easily distribute to 80 markets, with each up to 10 different distribution channels. That provides many opportunities to grow and add complexity. While jumping on each market may prove lucky, growth can easily go very wrong. For that matter, it is good to have a well-planed brand growth strategy.In this section of our blog we share strategy views and best practice examples of key brands, and analyse what you can learn for your own brand strategy.

Brand Restructuring in 20 Minutes

Multi-Brand, Strategy,

LEGO’s recovery from bankruptcy is a most convincing example of brand restructuring. In an excellent 20 min interview LEGO’s CEO explains how they did it. And more, you will find him somewhat singing at an investors conference.

If you believe Apple may have had the most convincing brand turn around of all time, then you should broaden your perspective by reading about LEGO’s recovery. The story is not as prominent, but has at least the same number of interesting brand strategy learnings. LEGO’s strategy mistakes and turnaround are a must-know for every brand executive. (more…)