Out of all the chapters of The 22 Immutable Laws of Branding, this one sounds the most daunting.In all actuality, its been my favorite.

The main idea is that people usually apply a word to a product or brand, almost unconsciously. What most people don't know is that brands can take advantage of this and expand the market they sit in.

The word applied can be very specific such as a name, or generic like fast. Volvo : safety. Mercedes : prestige. Tissue : kleenex. The last combination is an interesting phenomenon where a product takes the name of a brand, even if it isn't produced by said brand. The way this happens is by being the first in the category. Kleenex came along and single handedly removed the pocket handkerchief with the marketing message, "Don't put a cold in your pocket." Xerox, Scotch Tape and Q-Tips all fall into this category.Now the sticky part of this idea comes when brands decide this is confining and decide to expand their brand (instead of expanding the market) and therefore dilute their word. It loses meaning and the brand loses strength.

What I learned: It's been said before, but it'll be said again. Narrowing your focus does not hinder your brand from growing, instead it creates strength.

_gern

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