Govern the Portfolio Before Naming More Things
Use brand architecture criteria to decide whether a new offer needs a descriptive name, endorsed brand, or separate brand.
Name overload A product team is naming every AI feature as if each were a standalone brand. Customers are starting to ask what they are supposed to buy. Architecture should reduce choice confusion, not create a vocabulary quiz. Portfolio navigation Architecture decision gates Choose the lowest level of branding that does the customer job: descriptive feature, product name, sub-brand, endorsed brand, or separate brand. Shortcut Name it because it is important internally Use the smallest architecture move that makes choice clearer. More names mean more memory work for customers. Audience Gate 1 Forecast Assist is used by the same buyer,…
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