Masterbrand Playbook
Accelerated brand growth; from emerging brand to masterbrand.
Traditionally, brands have evolved, extended, and grown into masterbrands after decades of marketplace success. However, emerging brands have recently been able to rapidly expanded their reach across categories to achieve masterbrand status in a matter of years.
I set out to uncover how this was possible and to codify a process to replicate this super-charged growth strategy. The team and I created a proprietary playbook, identifying the key elements of a brand with masterbrand potential, then created the roadmap for how to achieve masterbrand status*. This roadmap included a series of research initiatives, creation of over 30 case studies, custom brand exercises, and detailed marketing best practices to accomplish such a feat.
