“What is the difference between Diet Coke and Coke Zero?” asked the teacher?
The student thought for a moment. “I know they are both diet sodas but I’m not sure of the difference.”
“When you think about Coca-Cola, do you think Cherry Coke, Coke Zero, Coke with lime flavor, or caffeine-free Coke?
“I think Coke Classic.”
“When you hear the name Tom’s of Maine, what do you think?”
“All natural products.” answered the student.
“What does Dannon stand for?”
“Rule #1 of the 22 Laws of Branding”, said the teacher “is the law of expansion.” It states that the power of the brand is inversely proportional to its scope.”
The student reflected on this for a moment. “The power of the brand is inversely proportional to its scope.” He was learning about something he always wanted to know about, the power of brands.
“Inversely proportional,” he thought. Proportional means equal in relation to. For example, the more calories your daily meals contain, the more weight you gain. Inversely proportional means in relation to with an opposite effect – the less calories your daily meals contain, the more weight you lose. So, power of brand = the inverse of it scope.”
“Do you understand what that law means?” asked the teacher.
“Yes.” replied the student. The power of a brand is equal to the inverse of its scope. That means a very powerful brand has a small scope and a weak brand has a large scope.
“Correct.” replied the teacher, “except substitute focus for the words “small scope” and unfocused for the words “large scope.” This law states that a powerful brand has a focused scope and a weak brand has an unfocused scope.”
“Can you give me an example?” asked the student?
“Yes.” replied the teacher. You can’t be everything to everybody. Focus. McDonalds – fast food. Dominos – pizza, home delivery. Federal Express – overnight delivery. It is better to be remembered for one thing specifically than many things vaguely. Remember, branding and marketing is all about getting into the mind of the customer.”
“I understand.” said the student. “It is like Google. Google means search.”
“Exactly.” said the teacher.