Delis typically feature a wide range of products, from sandwiches and soups to bagels, muffins, doughnuts, cookies, ice cream, beverages, newspapers, cigarettes and lottery tickets – pretty much anything and everything! That’s easy enough to explain in terms of the first law. While there are millions of them all across the United States, there’s no nationwide deli chain with a strong brand. That’s the second law, the Law of Contraction. Sales declined dramatically from 1.5 million cars in 1987 to 0.83 million vehicles in 2001.Ī company’s brand grows stronger when it narrows its focus. But what initially seemed like a boon turned out to be a mistake in the long run, because it weakened the brand name. Expansion allowed the firm to sell more cars in the short run. Like most companies, it put short-term interests ahead of long-term strategy. So why did Chevrolet dilute the strength of its brand? It states that a brand becomes weaker as it expands and loses focus. This is a great example of the Law of Expansion, the first law of branding that we’ll explore in this book summary. That’s because Chevrolet produces a large range of products from small and affordable to large and luxurious cars. What’s the first thing that you think of when you hear the word Chevrolet? If you’re having trouble crystallizing a clear image in your mind, you’re not alone.
But the key is that success is as much about conveying an idea as it is about the contents of a tin or what’s underneath the hood of a car.Īnd that’s where branding comes in. This sad fate can befall even the best products. Sticking out in a crowd on a fully stocked supermarket shelf is tricky business, and many brands suffer the worst fate of all: they just aren’t that memorable. Between the products we know and love and those we avoid there’s a virtually endless array of middle-of-the-road goods that we can’t even remember.
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