Use Three Horizons to plan a brand migration that balances current revenue and future coherence.
Leadership wants all legacy brands absorbed this quarter, while sales still depends on legacy names in active pipeline. Use Horizon 1 to protect revenue, Horizon 2 to transfer meaning, and Horizon 3 to land the target architecture The common trap is confusing decisiveness with speed. A fast rename can be strategically neat and commercially reckless. Horizon 1 Inventory current equity: pipeline language, renewal names, search terms, customer references, contracts, and channel relationships. This shows what must remain stable while customers are still buying through the old system. Horizon 2 Create bridge assets: endorsed naming, redirect logic, proof points, account scripts,…
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