For companies looking to successfully achieve positive brand positioning, a good rule of thumb is “the fewer brands a company has, the better.”
Without discipline, brands tend to proliferate because as new products or services are developed, it is natural to want a unique name, logo and story to rally behind. In some cases, this leads to confusion, with too many brands for customers to distinguish.
The more brands you have, the more expensive it is to keep those promises distinct and relevant in your audiences’ mind.
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