Glanbia chose to focus on consumers through comprehensive auditing, research and interviews. Putting humanity at the center and its brand purpose of “Delivering better nutrition” addressed both customers and consumers. But updating a brand for growth isn’t always the end of the story. With the company looking to expand and acquire, it needed to plan for the long term. What would you prioritize as a brand leader today, in anticipation of future acquisitions? Choose one: Parent brand essential guidelines Speculative brand architecture
