1 THE LAW OF EXPANSION
The power of a brand is inverselyproportional to its scope.
Think Chevrolet. What immediately comes to mind?
Having trouble? It’s understandable.
Chevrolet is a large, small, cheap, expensive car . . . or truck.
When you put your brand name on everything, that name loses its power. Chevrolet used to be the best-selling automobile brand in America. No longer. Today Ford is the leader.
Think Ford. Same problem. Ford and Chevrolet, once very powerful brands, are burning out. Slowly heading for the scrap heap.
Ford buyers talk about their Tauruses. Or their Broncos. Or their Explorers. Or their Escorts.
Chevrolet buyers talk about their . . . Well, what do Chevy buyers talk about? Except for the Corvette, there are no strong ...
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