A brand aiming to cater to all often ends up engaging none.
The landscape is cluttered with brands that deliver a fog instead of a guiding light. This happens because the brand says too much, spreading itself too thin, and erodes its core strength.
This will often involve some hard decisions. It requires sacrifice. The essence of any great brand strategy requires sacrifice: it’s about subtraction as much as it is addition.
This is about evolving from a well of possibilities. Never have your company be known for being a big “bag of stuff.” Choose one impactful, overarching value instead. Make that the main thing.
Run with it.
Here’s a striking visual that highlights the point from my recent collaboration with tech brand Node4.
