January 2001
Beginner
213 pages
4h 8m
English
Content preview from Positioning: The Battle for Your MindBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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13When line extension can work
Line extension is popular. No doubt about it.
At one point in time, professional baseball, football, basketball, and tennis teams in the New York City area were known as the Mets, Jets, Nets, and Sets.
The city’s off-track betting offices put up posters featuring the New York Bets. If the city had a gym team, presumably they would be called the New York Sweats.
Why stop there? A street gang could be the New York Ghetts. City planners, the New York Debts.
Fortunately for one’s sanity, the trend seems to be in the other direction. The tennis team changed its name from the New York Sets to the New York Apples.
Short-term advantages
One of the reasons for the continuing popularity of line extension is that in the short ...
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