There are more people who want the same as others, and fewer people want to be really different. The result? The popular #brands grow! #branding #positioning
To brands: be the best in the world, OR be the best in the world of the customer? Focus on the latter.
If you cannot be the #1 you need to create a niche category in which you can become the perceived leader. Faced with an infinite number of choices many people pick the leader.
When you broaden your product line, #sales will increase in the short term but decrease in the long term due to lack of #focus – #portfolio #branding #brandarchitecture
“Shock products”, totally different from the normal product line always create a burst of short-lived interest and sales. No more shock, no more sales, say hello to brand confusion.