Use the Identity Prism Before You Collapse Brands
Apply Kapferer's identity facets to avoid merging brands that serve different identity roles.
The teach Kapferer's prism prevents architecture from becoming only a cost exercise. Product overlap tells you where simplification is possible; identity facets tell you where simplification might damage demand. The mechanism Architecture change works when customers can still recognize the role the brand plays for them. If relationship, reflection, or self-image changes abruptly, the customer may feel the brand no longer belongs to them. Use it fast Before merging two brands, ask: What relationship does each brand create? Who does each brand make the customer feel like? What culture or behavior does each signal? Preserve the facets that carry demand.
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