Three steps to portfolio success: Learning from leading brands with Steven Melford

This episode of The Persuasion Game podcast is  about the three things you have to do as a brand to get your portfolio strategy right. Our guest this week is Steven Melford, who co-founded The Forge 12 years ago. Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future. We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities. This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands. Links: Steven’s article: Why your portfolio could be getting in the way of your growth ambitions CREDITS: The secret to a winning portfolio with Sally Smallman, Diageo Julian Gomez Part 2: Unlocking brand portfolio growth Breaking through in innovation with Jane Buck, Cadbury Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. CHAPTERS: (00:00) Introduction (02:29) Understanding Portfolio Strategy (05:04) Distinctiveness in Portfolio Strategy (10:33) Challenges and Opportunities in Portfolio Strategy (16:18) Consumer-Centric Approach (21:28) Future Value and Market Trends