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The law of contraction from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The law of contraction states that a brand becomes stronger when you narrow its focus. This means that by attempting to be everything to everyone, a brand actually weakens itself. When a brand tries to expand its product lines or target audience too broadly, it dilutes its core identity and loses its distinctiveness. This results in a weakened brand that struggles to stand out in a crowded marketplace. In contrast, when a brand narrows its focus to a specific niche or target market, it becomes more memorable and relevant to consumers. By honing in on a specific area of expertise, a brand ...
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