On August 27th, we heard from two vastly opposite multi-brand strategies:
On the one hand, Sevendos is bringing seven unique brands and cultures under one umbrella; Sevendos’. Jonne Heikkinen, CEO, shared the story by looking through the different lenses of brand equity and the implications of such a move for all brands involved.
On the other hand, the folks at Visma are taking the opposite direction. Juha Kuokkanen, Growth Marketing Director, explained why they are steering away from the umbrella brand to shed more light on their House of Brands — and its consequences.
