The Grocer
Masterbrand strategy

Brand Strategy Director Geoff Wilson discusses masterbrand strategy with The Grocer.

Brand Strategy Director Geoff Wilson was quoted in The Grocer this week, discussing how brands can use a masterbrand strategy to leverage trust and drive growth for their sub brands.
As Geoff says, brands can use a masterbrand’s logo to indicate quality and authenticity for the ‘house of brands.’ However for some brands, finding a common denominator between sub brands can be a challenge. In sectors like food, customers are sometimes sceptical that bigger brands can deliver and lean towards bespoke, smaller brands with specific specialisms.
Read the full article here.

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