Do one thing and do it well.
It works great for plucky start-ups and companies old enough to know it’s the only way.
It’s the companies in the middle that start reaching for everything and abandoning the core product/service that brought them to the top.
Brand fanatics call this “brand extention”. Brand extention only works to the point that you’re still in the business you started with. Once Taco Bell puts anything on a bun (and they have in the past), it won’t work. Pizza Hut can only truly get away with things involving crust, sauce, and cheese.
Two items in the news…
Walmart is going “upscale“.
Google is putting out a new product about every two weeks.
Good idea?
tags :: marketing branding news
