15 THE LAW OF SIBLINGS
There is a time and a place to launch a second brand.
The laws of branding seem to suggest that a company concentrate all of its resources on a single brand for a single market. Keep the brand focused and ignore opportunities to get into new territories.
True. But there comes a time when a company should launch a second brand. And perhaps a third, even a fourth brand.
A second-brand strategy is not for every company. If handled incorrectly, the second brand can dilute the power of the first brand and waste resources.
Yet, in some situations, a family of brands can be developed that will assure a company’s control of a market for many decades to come.
Take the Wm. Wrigley Jr. Company. For more than a hundred years, Wrigley ...
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