Build the Portfolio Scorecard
Create a practical brand portfolio scorecard that leads to architecture actions.
The team must recommend what to do with 14 product brands when the evidence is scattered and stakeholder preference is loud. Score evidence before choosing architecture action The common trap is scoring brands by executive affection or logo quality instead of customer pull, growth, parent fit, complexity, and risk. Column 1 Customer pull: score 1-5 using awareness, search, renewal language, win/loss mentions, and channel preference. This captures whether the name itself helps customers find, trust, or choose the offer. Column 2 Strategic growth: score 1-5 using category growth, margin potential, cross-sell value, and future option value. A small brand in…
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