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Stick to one product line from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The most successful brands in the world typically have one thing in common: they stick to one product line. This means that they focus on a specific category or niche and become known for their expertise in that particular area. By doing so, they are able to build a strong brand identity and establish themselves as the go-to choice for consumers looking for that particular type of product. When a brand tries to expand into multiple product lines, it can dilute its identity and confuse consumers. This is because consumers may no longer associate the brand with a specific category or niche, making it difficult for them to understand what the brand stands for. As a result, the brand may lose its competitive advantage and struggle to differentiate itself from its competitors. In contrast, brands that stick to one product line are able to create a clear and consistent message that resonates with consumers. This allows them to build a loyal customer base and establish themselves as a leader in their industry. By focusing on a single product line, brands can also streamline their marketing efforts and effectively communicate the benefits of their products to consumers.- Sticking to one product line is a powerful branding strategy that can help brands stand out in a crowded marketplace. By focusing on a specific category or niche, brands can establish themselves as experts in their field and build a strong brand identity that resonates with consumers. This approach allows brands to create a clear and consistent message that differentiates them from their competitors and helps them build a loyal customer base.
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