Brand architecture · The case per brand · Element
The decision
Keep, merge or retire, with what it would cost.
The part
What it is
Retiring a name loses its recognition, and the loss is worth estimating before rather than discovering after.
Migration is a project with a timeline, not a rename, and treating it as the latter is how portfolios end up with both names in market for years.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the case per brand
The justification
What the separate brand buys.
LearnThe net position
What it costs against what it returns.
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