Chapter 22. Don’t sacrifice brand focus for sales

Many brands become successful through clear focus on a particular attribute or benefit that is meaningful to their target customers. These brands typically show good sales growth when awareness of the brand and its attractive features draws in those people who find some affinity with the brand. Eventually, the brand reaches saturation—as appealing as the brand is to a particular group, there is always some natural limit to the sales potential.

When faced with slowing sales growth, management, with typical can-do spirit, seeks ways to continue growth. Such efforts often lead to expanding ...

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