Shareware Beach

Wednesday, 1 December 2004

Focus & Positioning: How to Cultivate a Powerful Brand

Filed under: Recommended Reading — Jan @ 8:21

Focus, by Al Ries, and Positioning, by Al Ries and Jack Trout are two excellent books that provide a lot of good arguments against overextending your brands and your business. Reading these book will provide you with lots of food for thought, even if you don’t agree with all the arguments.

There are obviously limits to how focused your business can be, or how well-defined your brands can be. Selling multiple software products can be quite a bit more profitable than sticking to just one. These two books will give you many good tips to extend your business without destroying your brands or losing your focus. Often, this will mean you will need to create new brands for new products, and that new products will have to be compatible with and complimentary to old ones.

Only then will you be able to successfully sell more to existing customers. And that is where the soft drink companies failed: most people drink only one kind of cola. If a new cola flavor is successful, it is far more likely to cannibalize the company’s other flavors than those of the competition. Not to mention expanding the market of cola drinkers.

Many businesspeople and “MBA-types” would rather fail with the rest of them, rather than try something different and be caught in a tight spot all alone. I’ll leave it up to you how you want to run your business and your life.

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