In this episode, I break down the three main ways brands approach selling multiple products on supermarket shelves, and why the strategy behind it matters far more than most people realise. From Coca-Cola owning Sprite and Fanta, to Kellogg’s endorsing products like Corn Flakes, I unpack the difference between a House of Brands, a Branded House, and an Endorsed Brand model, otherwise known as brand architecture. More importantly, I explain how each approach changes the way consumers remember, recognise and buy from your brand, and how it can allow you to grow your brand.

I also dive into the pros and cons of each model for start-ups and growing FMCG brands, including shelf space domination, market positioning, brand equity, marketing complexity, and why trying to grow multiple brands at once can become a nightmare without the right strategy. Whether you’re launching your first product or planning long-term expansion into new categories, this episode explores how branding structure can either limit your growth or give your business the foundations to scale.

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