Tomorrow matchstic embarks on a cruise to the Bahamas, and I must apologize for any jealous felt by you, our blog readers.

But our cruise is not the subject of my blog, instead, it's on to the 2nd of The 22 Immutable Laws of Branding.

The Law of Contraction

This law actually seems like it would be false at first glance, but after a closer look at brands practicing the law, it proves itself as an inescapable truth. When you're trying to grow your brand, it seems to make sense to expand your offerings to bring in more clients/customers, yet all that happens is that you lose focus on what you're good at; your brand even. Take for instance delivery pizza. Dominos narrowed it's focus to delivery pizza and took off. Little Caesars and Papa Johns both offered a range of food from roasted chicken to steak sandwiches, but it was only when they focused solely on pizza.

What I learned: Diluting your brand with multiple offerings does not build it, it waters it down and cheapens it. If you want your brand to flourish, it's not advisable to do what flourishing brands are doing (buying leer jets or Rolex Christmas presents), instead, look to what they did to get where they are.

_gern

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