Use growth and relative strength to decide which brands deserve investment, migration, or retirement.
The teach Use a portfolio lens before changing architecture. Growth shows where future demand may justify investment. Relative brand strength shows whether the name already carries useful equity. The mechanism Architecture consumes resources: design systems, legal protection, media spend, sales enablement, support content, analytics, and governance. Brands should earn that complexity. Common trap Counting logos treats every brand as the same type of problem. Some names are strategic assets; some are operating clutter; some are migration candidates. The point is not fewer names. The point is fewer unjustified names.
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