October 2008
Beginner to intermediate
224 pages
3h 33m
English
Content preview from The Truth About Creating Brands People LoveBecome 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,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Chapter 42. Beware of the allure of brand extensions
The secret to building a great brand is consistency and focus. However, this can be terribly difficult to do. As soon as a brand does well, companies like to take the brand and extend the name to many other products. In theory, it is understandable. Why spend significant dollars building a new brand when there is a perfectly fabulous brand sitting there and waiting to be leveraged? By extending the brand, consistency and focus are typically lost. However, what is the long-term cost of slowly deteriorating a brand versus the immediate savings from not having to create a completely new brand? Is it better in the long run to build a new brand from scratch or develop a brand extension?
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