Diversification means growth – at least when it’s a matter of conquering different markets with a diversified product portfolio. There are numerous examples. Unilever alone has 400 different brands, while Nestlé, too, has a large number – 78 in all. A strong brand, however, makes it indispensable to keep complexities to a limit. If a company succeeds in standardising its wide range of different packaging materials, finishing methods, colours, printing materials, etc., it can reduce its costs and the complexity of its processes. Yet this makes it necessary to look at the bigger picture first. Using the Menu Card means entering all the details as if through a funnel and then removing any surplus. The process eventually finishes with a conscious decision for “less is more” and a strong brand.