Scenario

You're advising a multi-brand consumer company that shares central technology and operations across several distinct brands. Leadership wants more consistency to reduce duplication and move faster, but brand teams argue that too much standardization can weaken what makes each brand work.

Question

How do you think about balancing standardization across brands with flexibility for each brand’s needs?

Think about shared capabilities such as identity, checkout, analytics, CMS components, promotions, and experimentation across a portfolio of distinct consumer brands. The challenge is deciding which layers of the stack should be common and which should remain brand-directed.