22 THE LAW OF SINGULARITY
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, expensive beer.
- What’s a Panasonic? At one point in time, Panasonic was a computer, computer printer, facsimile machine, scanner, telephone, television set, and copier, among other things.
These are all burned-out brands because they have lost their singularity. They could, of course, remain on the marketing scene for many years because of 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 leading video game as a matter ...
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