Maximizing Cross-Brand Insights in a Multi-Brand Portfolio

Businesses that manage multiple brands under a single portfolio often seek efficient ways to leverage insights across their brand ecosystem. This approach can amplify the impact of successful strategies without the need to reinvent the wheel for each brand. A question we frequently encounter is: How can I apply testing results or measurement insights from one brand to another within my portfolio?

The answer isn’t one-size-fits-all. Effective knowledge transfer between brands requires strategic consideration of factors like market positioning, audience similarities, and growth stages. Here’s a breakdown of a framework that can guide marketers through this nuanced decision-making process:

1. Determine Compatibility with Key Metrics

To gauge whether insights can be transferred, brands need to evaluate their similarities across specific metrics. A general rule of thumb is to look at ten core factors:

1. Growth Stage: Similar stages of growth (e.g., startup vs. maturity) can indicate comparable resource allocation and focus.
2. Scale: Brands with similar revenue and customer base sizes may respond similarly to marketing tactics.
3. Marketing Mix: Consider whether brands use similar channel strategies and spending patterns.
4. Distribution Models: Are both brands DTC, or do they use third-party retail channels? Distribution affects consumer engagement and ROI expectations.
5. Product Line and Pricing: Similar product categories and price points can often benefit from shared insights on consumer behavior and spending thresholds.
6. Promotional Strategies: If both brands run similar types of promotions, insights from one can often directly inform the other.
7. Seasonality: Shared seasonal demand patterns suggest potential for aligned campaign timing.
8. Competitive Landscape: When two brands face similar competitive pressures, they’re more likely to benefit from the same types of defensive and offensive tactics.
9. Target Audience: Look for overlaps in demographics, geography, and consumer habits.
10. Market Share: Brands with a comparable market share may have similar brand recognition and penetration opportunities.

If two brands align on seven or more of these factors, it’s generally a green light to transfer insights. For brands sharing five or more factors, proceed with caution, gradually adjusting spend and monitoring results closely.

2. Adopt a Test-and-Learn Approach

Even when brand factors align, consumer responses can vary. Start small, applying tested strategies incrementally to gauge effectiveness. This might look like:

• Gradual Budget Increases: Slowly increase spend in campaigns similar to those that worked for the original brand, monitoring performance metrics closely.
• Performance Benchmarks: Use the original brand’s results as benchmarks to measure the new brand's performance.

3. Adapt for Brand Nuances

It’s crucial to tailor any applied insights to fit the brand’s unique identity. For example, insights from a high-scale, established brand might need to be simplified or adjusted when applied to an emerging brand in the same portfolio.

4. Leverage Centralized Data for Future Efficiencies

Implementing a centralized measurement platform across brands allows for streamlined data collection and insights sharing. This approach not only fosters a culture of learning across teams but can also build a comprehensive picture of what resonates across diverse consumer bases within the portfolio.

In sum, transferring insights within a brand family can save time and resources, but it’s not a plug-and-play solution. By analyzing key factors, adopting a test-and-learn approach, and remaining adaptable, portfolio managers can unlock the full potential of their insights and create a cohesive strategy that benefits each brand individually while strengthening the portfolio as a whole.