Many times, firms face the challenge of determining which brands should be cultivated and grown versus maintained or retired? Events such as mergers and acquisitions complicate matters by creating competing brands within the same organization. Even greater complications occur when brands are linked with other brands through alliances, co-marketing relationships and outsourcing. Nevertheless, with these complications comes opportunity. Understanding which brands a company should cultivate, maintain and refurbish or retire is a critical perennial issue that requires ardent understanding of brands and their workings.
At the core of FTI Helios is the groundbreaking work that Sam Hill and founding members have done in the area of building brands and creating long-lasting client value. Consideration of how to link brands, manage multiple brands simultaneously, define and redefine brands, and prioritize time and resources for each brand are the core strengths of FTI Helios.