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.
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