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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...
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