THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
A brand should strive to own a word in the mind of the consumer.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
The next generation product almost never comes from the previous generation.
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.