1. The Law of Expansion
The power of a brand is inversely proportional to its scope. Trying to be all
things to all people undermines the power of the brand. The strength of
brands lies in becoming synonymous with a single category. Brands that
spread themselves across categories lose brand focus, identity, and
ultimately market share.
•Don’t try and be a jack of all trades.
•It's more likely you'll shoot for something too big and become
overwhelmed. When in doubt, overwhelm a small niche.