Brand and Portfolio Planning

How do you develop a resilient strategy for your brand and portfolio? To support sound, strategic decision-making you need solid insights, team alignment, and the ability to cut through the noise and identify what’s important.

Analysis, insight and alignment

Our Brand and Portfolio Planning Programs

  • Annual Brand Planning

    Set your brand’s strategic direction and achieve efficient team alignment with our tailored cross-functional approach. We empower your team to deliver a robust strategic framework and tactical plan optimized for executional excellence.

  • Evidence Generation Planning

    Strategically optimize the evidence supporting your brand to strengthen its value differentiation across the lifecycle. Our program enables you to identify and address key gaps in your plans, to ensure data delivered over time will accommodate anticipated external environment changes and continually maximize success for your brand.

  • Scenario and Uncertainty Planning

    Identify, prioritize and navigate mid to long-term risks and unknowns with our versatile and robust planning methodologies. We help you navigate uncertainty and build resilience at functional or cross-functional levels to deliver robust and durable strategy.

  • Brand and Portfolio Strategy Development

    The opportunities and challenges facing every brand and portfolio are unique and evolve across the lifecycle. Our experience enables us to understand the diversity of business situations and build bespoke solutions beyond our core programs. We support you and your team through strategy optimization across launch planning, positioning frameworks, geographic optimization, functional planning, best practices sharing, and beyond.

Programs That Are Designed To Solve
The Challenges You Are Facing

Our Programs

Brand and Portfolio Objectives

Key Business Situations

Brand and Portfolio Objectives

Team-wide alignment on a strategic direction for the brand

Maximize your internal planning frameworks.

Translate brand strategies to deliver robust tactical plans

Target executional excellence.

Understand and navigate external and internal strategy drivers

Develop a strong foundation for brand plan development.

Key Business Situations

First iteration brand plan

Deliver robust strategy for a developmental asset preparing to launch.

Annual brand plan health-check

React to new learnings as external environment and internal dynamics evolve.

Translation of Global to Regional to Local brand plan

Optimize brand strategy and implementation across your organization.

Medical plan development and annual health checks

Bring alignment with your overarching brand strategy framework.

Brand and Portfolio Objectives

Support a differentiated value proposition through the product lifecycle

Optimize evidence generation accounting for anticipated market environment changes.

Optimize data generation strategy during post-launch critical period

Gather and analyze feedback from key stakeholders.

Inform evidence generation planning with emerging real world evidence

Understand market response to your launch.

Identify and address critical evidence gaps for ongoing value differentiation communication

Including gaps in clinical program and broader evidence generation activities.

Key Business Situations

First iteration evidence generation plan

Develop effective strategies regardless of an asset’s lifecycle stage.

Annual health-check to maximize value differentiation in the evolving environment

Pressure-test evidence generation plans for robustness.

Post-launch activity

Understand market response to your launch.

Ongoing through product lifecycle

Including gaps in clinical program and broader evidence generation activities.

Brand and Portfolio Objectives

Identify and prioritize mid- to long-term evolving market risks and opportunities

Ensure cross-team understanding.

Create a robust contingency and risk-mitigation plan for brand/ portfolio

To establish a durable strategy.

Proactively identify market-shaping activities for immediate consideration

To leverage future opportunities and optimize brand/portfolio success.

Align forecast assumptions with key uncertainties

Include internal, external and competitive uncertainties.

Key Business Situations

Prior to situation analysis in annual brand planning

Identify priority uncertainties and risks that should be considered in brand strategy.

Ongoing strategy pressure-test

To inform market monitoring/ CI activities.

Long-term brand/ portfolio planning

To develop and pressure-test core strategy and contingency plans.

Development/ pressure-test of forecast assumptions

Includes option to consider quantitative assumptions.

Brand and Portfolio Objectives

Brand and portfolio positioning framework

Lead development of brand and portfolio positioning strategy.

Portfolio planning

Multi-asset portfolio strategy development to optimize success across assets, coordinating brand-level strategies and optimizing synergies.

Medical planning

Enabling detailed medical plan development, aligned to commercial planning and delivery of overall strategic brand objectives.

Opportunity assessment

Develop disease area market models to assess commercial opportunities and guide strategic decision-making for assets.

Key Business Situations

Go-to-market strategy

Lead launch planning, from global cross-functional strategy to exploring market archetypes for optimal local implementation.

Geographic optimization

Identify and understand market archetypes to inform strategic portfolio focus, franchise investment, and resource optimization, aligned with local opportunities.

Internal capabilities optimization

Deliver bespoke training on key principles and considerations for strategic planning and lifecycle management.

Share of cross-market learning

Promote sharing of experiences, learnings, and best-practices to pressure-test and optimize tactical implementation.

AlignOn Brand and Portfolio Planning

Brand and Portfolio Planning

Evolution vs. Revolution: When is it time to make a radical change to a brand plan?

Enter: Annual Brand Planning – a targeted opportunity to pressure-test existing brand goals and overarching brand strategy in the wake of new learnings, shifts in the external landscape, and evolving

Brand and Portfolio Planning

Navigating the Late-Lifecyle: Transitioning Away From the Global Brand Plan

Explore a strategic shift in Late-Lifecycle with our insights. Is the global brand plan effective as your brand approaches maturity? Navigate change for sustained success.

Brand and Portfolio Planning

Managing Mid-Term Uncertainty: Building Longevity into Annual Brand Planning

Extend brand planning longevity with a future-focused approach. Navigate mid-term uncertainty for efficient, sustainable strategies.

Ensure Your Brand and Portfolio Strategies Are Future-fit

Our Brand and Portfolio Planning programs are tailored to help you optimize your brand and portfolio’s strategic roadmap. We provide the insight-led expertise and bespoke processes to enable you to navigate your unique challenges and capitalize on opportunities.

Key Experience and Expertise In This Area

We draw on decades of experience, and expertise in understanding the diversity of market situations. We apply our know-how to empower you to elevate your brand and portfolio performance.

Andrew Heron, PhD

Director

Andrew has 20+ years experience and specializes in leading strategic projects at brand and franchise levels.

Qualifications

PhD, Chemistry (University of Glasgow)

BSc (Hons), Medicinal Chemistry (University of Glasgow)

Taahira Faruque

Principal Consultant

Taahira, with 6+ years in Life Sciences, specializes in commercial strategy, focusing on brand strategy across various disease areas.

Qualifications

BSc (Hons), Neuroscience (University of Nottingham)

Align Your Brand and Portfolio Needs With a Winning Strategy