The end of voodoo brand management
McKinsey Quarterly 1998, Number 2, Driek Desmet, Lars Finskud,
Maurice Glucksman,Norman H. Marshall, Michael J. Reyner, and Kim Warren
The dynamic brand value management approach transforms brand management
from an art to a science. This article describes how this structured, resource-based
approach is a vital tool for making better-informed strategic decisions.
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Brand consolidation – capturing value from a ballooning brand portfolio
FT retail and consumer publishing, March 1998, Lars Finskud
Many companies with extensive and growing brand portfolios only capture a fraction
of the full value of their brands. This article suggests a structured approach to portfolio
optimization that enables management to focus on value creation.
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