When it comes to digital practices, most large enterprises don’t apply the same level of effort and investment across their entire portfolios. Because of this, some brands succeed, while others within the same enterprise fall behind. For example, General Mills plays favorites with leading brand Pillsbury, while other members of the brand family straggle. This behavior is exhibited by eight out of ten enterprises observed in L2’s Enterprise Effects report, demonstrating that an enterprise is only as strong as its weakest brand.
Enterprises don’t need to spend more money to perk up struggling brands. They can pair them with more successful ones in a naturally appealing way, such as dedicated recipe websites. This shared investment would not only revitalize all brands; it would also make for easier discovery and shareability of lesser-known names. Enterprises can also look to mobile apps. For example, Mondelēz International created a mobile app game centered around Sour Patch Kids candy which was widely downloaded and rated above four stars on both iOS and Android app stores.
Consolidating brands into one website is one of the simplest ways to prevent brands from competing with their portfolio peers and benefit the entire enterprise rather than just a few brands. The Hershey Company applies this strategy by having one website for all its candy brands, while Campbell Soup Company reflects aspects of it by sending a shared newsletter and coordinating email marketing efforts across portfolio brands. In doing this, enterprises can spread success between all brands in their portfolios and inject consistency into performance on all digital touchpoints, from site to social media platforms.