War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don't See Eye-to-Eye--and What to Do About It by Al Ries & Laura Ries

Author:Al Ries & Laura Ries
Language: eng
Format: mobi
Publisher: HarperCollins
Published: 2009-02-18T14:00:00+00:00

Multiple brands are not for everybody.

In our consulting work, we find that most large companies strongly resist the idea of launching new brands.

On the other hand, most small companies seem eager to launch second and third brands. They seem to feel that they are more likely to succeed if they have more than one horse in the race.

Not true. A small company needs to concentrate all of its resources (especially management’s time) on a single product or service, even if it has to throw away a good idea from time to time.

A small company is especially vulnerable to competition. The way to fend off competitors is to make your brand bigger and stronger so that you dominate your category.

Then you can launch a second brand.

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