Category Archives: Managing portfolios


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Of chocolate and dogs

Some years ago Mars decided its international brands were now streamlined enough for the same names to be used in different countries. They had the big brand Mars, but also Snickers & Marathon (one and the same product, the chocolate bar with peanuts) and Twix & Raider (also the same product, two thin bars with caramel and biscuit) … German … Continue reading


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Streamlining deodorants

When a company grows internationally and launches its brands in other countries or buys up brands to complement its range, it then has to work out – retrospectively – which brands to keep, combine or kill. Unilever faced this issue with its deodorant brand Sure – or Rexona to you if you’re outside the UK. In the UK, Sure has … Continue reading