One FMCG product brand or many?

In this episode, I break down the three main ways brands approach selling multiple products on supermarket shelves, and why the strategy behind it matters far more than most people realise. From Coca-Cola owning Sprite and Fanta, to Kellogg’s endorsing products like Corn Flakes, I unpack the difference between a House of Brands, a Branded House, and an Endorsed Brand model, otherwise known as brand architecture. More importantly, I explain how each approach changes the way consumers remember, recognise and buy from your brand, and how it can allow you to grow your brand.I also dive into the pros and cons of each model for start-ups and growing FMCG brands, including shelf space domination, market positioning, brand equity, marketing complexity, and why trying to grow multiple brands at once can become a nightmare without the right strategy. Whether you’re launching your first product or planning long-term expansion into new categories, this episode explores how branding structure can either limit your growth or give your business the foundations to scale. Get full access to Doctor Branding at gdayfrank.substack.com/subscribe