Core Discipline 01
Architecture Strategy
Before naming a product, you must establish the structural relationship between the parent entity, the product, and future acquisitions. Without architecture, portfolios devolve into chaos.
The Monolithic Framework
A single master brand dictates the identity of all sub-entities. Often referred to as a "Branded House." Examples include FedEx (FedEx Ground, FedEx Freight) or Virgin.
- Efficiency: High
- Risk Isolation: Low
- Launch Cost: Low
The Pluralistic Framework
A collection of distinct, standalone brands operating under a holding company that remains invisible to the consumer. Often referred to as a "House of Brands." Examples include Procter & Gamble or Unilever.
- Efficiency: Low
- Risk Isolation: High
- Launch Cost: High