Chapter 4. Making more by doing less
The most fundamental goal of branding is to generate profits for the brand holder. Every decision should be evaluated through the lens of profitability. Brand development is not about brand awareness, not about sales volume or market share, and not about how cool your brand is. Brand development is about the long-term profitability of your brand.
Ironically, your business can be more profitable by doing less—focusing on a few things and doing those few things very well. But you must avoid the temptation to grow for the sake of growth; you must put aside personal or corporate ego that buys into the ...
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