"The more things you try to become, the more you lose focus, the more difficult it is to differentiate your product. Mark Twain said it best, 'I cannot give you a formula for success, but I can give you a formula for failure, which is: Try to please everybody.'"
– Jack Trout/Mark Twain
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I couldn’t agree more. What destroys a brand is constant change…
It’s just impossible to fix a simple and differentiated promise inside the prospect’s mind if you don’t stand for anything coherently.
BMW, for example, has become the world’s largest-selling brand of luxury car by focusing on “driving.” Their advertising theme, “The ultimate driving machine,” was introduced in 1975 and they haven’t changed it since.
Great article.
Gabriel Rossi- Brazil