Chapter 33. Is your brand the best at something? If so, be satisfied

The brand that establishes itself as outstanding in a certain way is fortunate. Examples abound: Volvo for safety, Apple for creative computing, and Brooks Brothers for traditional male style. Brands such as these have established a wonderful reputation in a particular domain.

Management, eager to grow sales, often view such specialization as limiting. Yet pushing a brand beyond its expertise dilutes its focus. Apple tried to expand its appeal to corporate customers—with little success. Brooks Brothers tried to expand its brand to female clothing—with little success. Volvo has muddled its advertising message with a greater emphasis on stylish appearance. But there were already ...

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