A common mistake brand portfolios make

Marzocchi Case study insight

When multiple brands live under one portfolio, sameness is the fastest way to waste money and create internal competition. In this video, Chris from Parliament breaks down why each brand needs a clear role—and why pushing everything toward the same premium position often backfires. Using Fox and Marzocchi as an example, we show how clarity in positioning creates focus, reduces friction, and strengthens the entire portfolio. If you manage a brand portfolio, this is a reminder that differentiation isn’t optional—it’s structural.

Outline

00:00 – 00:11

Importance of brand distinction

Chris from Parliament emphasizes the importance of maintaining distinct identities for multiple brands offering similar products within the same portfolio.

00:11 – 00:39

Risks of internal brand competition

When two brands within the same category operate under the same company, they can easily blend, leading to internal competition and cannibalization. While sharing efficiencies, such as packaging design, is common, it is crucial to maintain clear distinctions in their stories, target customers, and brand personas. For example, Fox and Marzocchi—both bike suspension brands under the same roof—have carefully developed unique positioning and distinct identities to avoid overlap.

00:39 – 00:48

Fox: precision tuning focus

The segment introduces Fox as a precision tuner focused on improving performance by fine-tuning details and optimizing timing.

00:48 – 01:10

Marzocchi: fun and durability

Marzocchi is positioned as a fun-first, hard-charging suspension brand designed for riders who want durable performance without complexity. Unlike Fox, which takes the premium, high-end role, Marzocchi serves as the maverick in the brand portfolio. Each brand is given a distinct role and attitude to cater to different rider mindsets rather than simply varying price or style.

01:10 – 01:22

Distinct roles for brand portfolios

Chris advises that if brands in a portfolio feel indistinguishable or compete against each other, viewers can learn more about managing multiple brands effectively by exploring a case study involving Fox, Marzocchi, and Race Face, which operate under the same company.

Transcript

Hey friends, it’s Chris at Parliament.

When you have multiple brands with similar products in the same portfolio, it’s absolutely critical that they have room to remain distinct.

When two brands in the same category live under the same roof, it’s really easy for them to merge together. And I understand why. There are efficiencies, for example, in making the packaging have the same form. But be careful not to allow it to create internal competition. Each brand can end up cannibalizing the others if they aren’t distinct enough.

It’s about story, customers, and personas. They really need to be positioned distinctly.

Fox and Marzocchi both make bike suspension. Both live under the same roof. It was really important for each of them to have its own positioning and its own distinct flavor.

Fox is the precision tuner, chasing seconds, dialing in performance.

Marzocchi, on the other hand, is the fun-first, hard-charging option for riders who want less fuss, but they still need bomber suspension.

With Fox clearly positioned in the premium hero role, we made Marzocchi the maverick.

If you manage a portfolio of brands, each brand needs a specific job. For example, you can’t just have one slightly cheaper and one slightly louder. Each brand needs a clear role, a distinct attitude, and it must serve a different mindset.

If every brand in your portfolio feels the same, if one brand is cannibalizing another brand, learn more about how we work with Fox, Marzocchi, and Race Face—three brands that live under the same roof —on our website.

All right, that’s it for me. Be brave. Stand apart.