# Two calls theory

> Description in two or three lines maximum. Try to keep in very short

Short story by Arina Pritch, 14 December 2025.

We mapped the targets by positioning, customer profiles, pricing, product and distribution. The analysis revealed significant overlap among several brands competing for the same high net worth customer.

## Finding the logic across a portfolio

[CONFIDENTIAL], a private investment firm, was assessing twelve luxury consumer brands across three categories. Each target had passed individual diligence. The portfolio had yet to be assessed as a whole. The question was how the brands would coexist and where meaningful overlap existed.

![A pencil sketch of arrows converging from points a and b towards a single target.](/media/blog/portfolio-sketch.png)

### Taking aim

We mapped the targets by positioning, customer profiles,\
pricing, product and distribution. The analysis revealed significant overlap among several brands competing for the same high net worth customer.

We challenged the original shortlist and assessed each asset within the wider portfolio.

### Taking the shot

Four brands were removed from consideration. The shortlist narrowed from twelve to eight, with one category excluded.

## Hitting the mark

The revised portfolio had a clearer structure and identified [CONFIDENTIAL] in potential redundant acquisition spend.

Portfolio coherence starts with the role of each asset.

Source: https://arrowhead-website-kappa.vercel.app/blog/two-calls-theory