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The law of extensions from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The law of extensions is a critical concept to understand when it comes to branding. Essentially, it states that the easiest way to destroy a brand is to put its name on everything. This may seem counterintuitive, as one might think that by extending a brand into new categories or products, it will only strengthen the brand. However, this is not the case. When a brand is extended too far, it can lose its core identity and become diluted. Consumers may become confused about what the brand stands for, leading to a loss of trust and loyalty. This can ultimately result in the brand losing its competitive edge in the market. It is essential for brands to focus on what they do best and not try to be everything to everyone. By staying true to their core identity and not overextending themselves, brands can maintain their relevance and strength in the market. Successful brands understand the importance of focus and consistency in their branding efforts. They know that by staying true to their core values and not straying too far from what they are known for, they can continue to build a strong and loyal customer base.- The law of extensions serves as a valuable reminder to brands that less is often more when it comes to branding. By staying focused and true to their core identity, brands can avoid the pitfalls of overextension and continue to thrive in the market.
