We are exploring the 40 Most Common Brand Problems. Presenting Number 9, over-extending your brand.
Common Brand Problem Number 9: Completely blurring the brand’s meaning and points of distinction by over-extending your brand into different categories and markets
Analysis: You can always make more money in the short term by licensing your brand for use on a variety of products or by extending your brand into a myriad of new categories. However, the long-term effect of this is detrimental. People no longer will be able to tell what your brand stands for. It will lose its meaning and its point of difference. (Pictured: Colgate’s Failed Dinner Entree’s)
Key Point: Extend your brand based on a clear understanding of its essence, promise and personality. And make sure your consumers “get it.”
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
