The most important aspect of a brand is its single-mindedness.
What’s a Chevrolet? A large, small, cheap, expensive car or truck?
What’s a Miller? A regular, light, draft, cheap, or expensive beer?
What’s a Panasonic? A Panasonic was once a television that became a copier, that became a facsimile machine, that became a computer, a computer printer, a scanner and a telephone.
These are all burnt-out brands because they have lost their singularity. They could remain on the marketing scene for many years thanks to the line-extension generosity of their competitors. But make no mistake about it. Loss of singularity, weakens a brand.
What’s an Atari? An Atari used to be a video game, the market leading video game actually. Then Atari tried to become a computer.
So what is Atari now? A brand that lost its life, because it lost its singularity.
It’s singularity that allows a brand to perform its most important function in society. To become a proper noun that can be used in place of a common word.
Instead of an imported beer, you can ask for a Heineken.
Instead of an expensive Swiss watch, you can ask for a Rolex.
Instead of a safe car you can ask for a Volvo.
It’s as simple and as difficult as that!
Adapted from “The 22 Immutable Laws of Branding” Al Ries & Laura Ries – Harper Business 2002 ISBN 0-06-000773-7