Frist, regarding brands: I stick with one brand at a time. Most of the time, over the past 25 years or so, I've used V16 reeds on tenor. I have switched to other brands (RJS, Rigotti Gold, Alexandar) for a month or two, then eventually returned to the V16 because they seem to work best for me for a varitety of reasons.
Regarding rotating reeds (sticking with the same brand), whatever works for you is the way to go. Here's what works for me. I rotate a box of NEW reeds as I break them in, playing them for up to a half hour or so during practice sessions. Once I've establised that a reed is suitable for performance, I put it in the reed holder. Then I play the first reed in the holder (on gigs) until it's finished. That might be 3 gigs or 4 gigs, rarely more (and V16s seem to last the longest of any reed I've tried). Then I move on to the next reed in the holder. There will be at least 4 or 5 reeds ready to go at all times.
So, in a nutshell, I rotate them at first until they are broken in. But once they are broken in and working great, I don't rotate them. If I do rotate them on gigs, I end up wearing them all out at about the same time. And it's hard to keep track of which one is almost finished.