Since reading The 22 Immutable Laws of Branding I have seen many bad branding mistakes. The Law of Expansion says you should not expand out of your current market place because it dilutes your brand and is detrimental to your long term success of your business. Many businesses do expand into other markets because it brings a short term increase in sales but long term brand can suffer.
A good example of this is the Kodak printer which was highlighted on the Celebrity Apprentice. Kodak is known for making high quality film. If you want to capture a good picture on film the majority of people would say to use Kodak. If you were to ask those same people who make a great printer I bet that none of them would say Kodak.
Kodak does not make a great printer. They make an average printer. The onlyÂ separatorÂ they have is based onÂ price. SoÂ now they areÂ in to a highly competitive market and are only competing on price. As I am sure you would agree that is a recipe for failure.
What product comes to mind when you think of Kodak?