Brand Coherence

Achieving consistency in a world of complexity

Like a gravitational force, industries, irrespective of the sector, cannot easily overcome the pull of commoditization. As categories mature, and innovation becomes riskier, features that differentiate one product from another are reduced to table stakes and organizations are forced to rethink their value proposition and portfolio structure.

Companies such as Kraft, PepsiCo and IBM are realizing greater market share and revenue growth by separating companies along competencies and evolving their capabilities beyond operational efficiencies. This alignment behind a focused value proposition is one of the fundamental principles in creating strong brand coherence.

This white paper explores the definition of Brand Coherence and identifies how organizations can evolve their multichannel strategy.