October 2009
Intermediate to advanced
272 pages
5h 1m
English
In our consulting work we find that most clients strongly believe two things:
As a result of these ironclad beliefs, they insist on expanding their brands into other categories. “It’s the only way to grow,” they say.
So they fall victim to the first law of branding, the law of expansion. “Sure,” they say. “Expanding our line may be dangerous, but it’s the only way to grow.”
It’s not the only way to grow. In fact, the perfect solution to achieving both goals is to build a global brand. That means: