The student and teacher continued their discussion. The concept of developing a specific brand and message was very interesting to the student. That may explain why his friends didn’t accept his offer to buy them a different product brand. A brand communicated a specific message to the consumer.
“It is all about focus.” said the teacher.
“I understand, but if you narrow you focus aren’t you limiting your market?” asked the student.
“That is a common misconception. Let me give you an example. Many people love coffee. Which store projects better an image of quality coffee, one that sell coffee, donuts, muffins, juices and bottle water or one that sells French roast, lattes, cappuccino, espresso, etc.”
“The one that sells French roast, lattes, cappuccino, and espresso.”
“Some pizza restaurants offer sub sandwiches, french fires, hamburgers, cheese burgers, fried chicken, etc. and some offer 20-plus varieties of pizza. If you want great pizza which restaurant would you choose?”
“The one that offers the 20-plus varieties of pizza.”
“Yes. The second law, The Law of Contraction, allows you to make your brand stronger. If you sell coffee, focus and sell all things coffee. If you sell gourmet food, don’t supplement your sales with inexpensive instant meals. Sell high quality gourmet foods. Sell those $500 bottles of wine. Sell caviar. Sell exotic spices.
Sports magazines report sports and business magazines report business. Inc. magazine provides information for people starting businesses and small business owners. Fortune specializes in large, established companies.”
“I see.” replied the student. “The Law of Contraction allows you to dominate your category.”