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Perspectives

Brand Portfolio Management: Spotify’s Extension into Podcasts

By Scott Tiell and Ray George

Spotify’s recent acquisition of podcast companies Gimlet Media and Anchor highlights potential considerations for Spotify’s brand management. Although Spotify already produced and offered podcasts prior to these acquisitions, these deals accelerate the company’s diversification efforts into non-music audio. How Spotify plans to incorporate its new acquisitions into its overall brand remains to be seen.

HawkPartners suggests Spotify, or any company who may have undergone a recent acquisition, consider the following best practices when trying to optimize its brand portfolio, particularly when extending a brand into new offerings:

Reach out to Scott Tiell and Ray George to discuss solutions for your branding challenges.