Weekly Summary

 

Grab a coffee and read!

 

This week I could experience that many people put too much value on leading many businesses, on presenting their products and services to different kind of target groups and in the end the problem arises, that the outer world does not really know what the person stands for.

Offering our products and services to a wider target audience, to different kind of people, does not make business easier.

Prospects are irritated and hesitate to work with the very person and company as it is not really clear on what the person and company really works.

A wide range portfolio is not always the key to success.

 

Fact is: The wrong portfolio or architecture is killing your marketing effectiveness.

 

A great majority of organizations have never actually explicitly considered how many brands they need (their portfolio).

The manner in which those brands are combined or kept separate in the consumer’s mind (brand architecture) is important, too.

How many brands do we really need?

Do we really need more than one brand?

 

If you prefer impactful marketing, strategic focus and disgustingly impressive profits, less is invariably more.

 

NEVER CONCENTRATE ON TOO MANY PRODUCTS AND SERVICES, ON TOO MANY BRANDS AND DILUTE THE OWN POSITIONING.

 

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