Architecture Reference
Recall brand architecture rules that prevent naming sprawl.
Intake What question comes before word generation? What role will this name play in the brand architecture? Master brand, sub-brand, feature, and campaign labels have different rules and support costs. Feature vs sub-brand How do you choose between feature name and sub-brand? The customer behavior decides the naming level. Objection This feature is important, so it deserves a big name. Use when importance is being confused with architecture level. Your line Importance tells us it needs clear language; architecture tells us whether it needs separate equity. Do not use naming as a reward for internal effort. It separates product importance…
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