5 Steps to Create a Portfolio Brand Strategy That Shifts Market Perceptions

Technology CMOs are often faced with evaluating current brand architecture and positioning for several reasons, including changing perception of a legacy brand, consolidating product brands post-merger and acquisition or as a framing for the future of the business. In fact, 42% of tech marketing leaders surveyed in the Gartner Tech Marketing Organizational Design survey cited updating a legacy brand image as a top reason for increasing investment in brand, whereas 32% cited consolidation of multiple brands as one of the top five reasons for increasing investment in brand. Technology CMOs must know the caution areas for each step in the brand decision making process when launching a new brand. Join our experts Christy Ferguson and Julie Reeves in this complimentary Gartner tech & service providers webinar as they share our 5-step approach to support brand decision making. You will walk away from this session with answers to your vital questions, and a defined plan of action for your strategic goals.

• Evaluate current brand perception for buyer and end user sentiment to determine alignment or lack of alignment to the future of the portfolio’s business 

• Get insights on what a commonality analysis entails across all portfolio brands and how to use it to determine if brand consolidation is the best approach

• Determine resources and programs necessary to effectively plan for internal and external launch or relaunch of a brand

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