Different brand problems require different interventions.
A portfolio problem is different from a positioning problem. Naming, identity, and leadership-level brand decisions each create different kinds of work. Treating all of them as a generic rebrand can make the project larger without making the problem clearer.
Dabtive separates Brand Strategy into five capabilities: Brand Architecture, Brand Positioning, Brand Naming, Brand Identity Design, and Brand Consulting. They can work independently or as connected workstreams when the business context requires it.