[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-dilution":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",47460,{"id":24,"name":25},"author-0301142015","Canto","2020-08-10T17:27:58","2026-06-25T19:39:58","Brand dilution: 9 real examples and what every brand can learn from them","brand-dilution","Learning from past disaster: 9 brand dilution examples","Here’s something that might surprise you: even the most successful products can dilute your brand. Want to learn more? Read on.","What is brand dilution? Brand dilution occurs when a brand’s extensions, new products, or market expansions weaken its core identity, perceived quality, or customer trust. It typically occurs when a company enters markets or launches offerings that are inconsistent with its established strengths, causing consumer confusion or eroding brand equity. The result is a diminished […]","What is brand dilution? Brand dilution occurs when a brand’s extensions, new products, or market expansions weaken its core identity,...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-dilution\">What is brand dilution?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand dilution occurs when a brand’s extensions, new products, or market expansions weaken its core identity, perceived quality, or customer trust. It typically occurs when a company enters markets or launches offerings that are inconsistent with its established strengths, causing consumer confusion or eroding brand equity. \u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The result is a diminished brand image, reduced loyalty, and weakened competitive authority, even when the new product generates short-term revenue. Guarding against it requires strong \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">brand management\u003C\u002Fa> and the continuous practice of shaping how audiences perceive, experience, and trust your brand through logos, imagery, colors, voice, and messaging.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--how-does-brand-dilution-happen\">How does brand dilution happen?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Dilution happens when a company creates a new product that fails. However, a failed product doesn’t always result in a diminished brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For dilution to occur, there needs to have been a lack of disconnect between this new product and the parent company.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, going back to the Microsoft ceiling fan, if Microsoft had created a brand called ‘WindRush’ that focused solely on fans, there would be distance between the parent company (Microsoft) and this new brand\u002Fproduct (WindRush\u002Fceiling fans).\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191040\u002Fbrand-dilution.jpg\" alt=\"A fictional Microsoft ceiling fan.\" class=\"wp-image-47467\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191040\u002Fbrand-dilution.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191040\u002Fbrand-dilution-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">That way, if the ceiling fans flop, WindRush can simply go out of business and Microsoft isn’t negatively affected.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> if you want a comprehensive overview of all things brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, you might be wondering what the best ways to avoid watering down your brand are, which we’ll explain later on. But first, let’s look at nine examples of brand dilution to help demonstrate the concept further.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--9-illustrative-brand-dilution-examples\">9 illustrative brand dilution examples\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Those who cannot remember the past are condemned to repeat it.\u003C\u002Fem>” – George Santayana\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These nine examples of dilution will shed some light on the potential consequences of overusing and overextending your brand.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Cp class=\"wp-block-paragraph\">Note – Not all of the following products were a total flop. Sometimes, a product brings new revenue, but also harms or lessens the brand in the process. Keep that in mind.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch3 class=\"wp-block-heading\" id=\"cs-1\">1. Amazon Fire Phone\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-3.jpg\" alt=\"The Amazon Fire Phone.\" class=\"wp-image-47473\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-3.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-3-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> The Amazon Fire Phone, a smartphone with powerful hardware that \u003Ca href=\"https:\u002F\u002Fwww.cnet.com\u002Fnews\u002Ffire-phone-one-year-later-why-amazons-smartphone-flamed-out\u002F\" target=\"_blank\" rel=\"noopener\">lacked needed software and apps\u003C\u002Fa> to be successful.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> Part of the success of Amazon is their ability to enter and succeed in new markets. They’ve \u003Ca href=\"https:\u002F\u002Fretailwire.com\u002Fdiscussion\u002Fhas-amazon-destroyed-the-retail-industry-in-the-u-s\u002F\" target=\"_blank\" rel=\"noopener\">crushed retail\u003C\u002Fa> stores, become the ultimate platform for sellers and done quite well \u003Ca href=\"https:\u002F\u002Fwww.thedrum.com\u002Fopinion\u002F2020\u002F02\u002F18\u002Fthe-best-marketers-will-win-the-streaming-war\" target=\"_blank\" rel=\"noopener\">streaming TV and movies\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Amazon seemingly has defied the idea that a brand can weaken itself through overexpansion. However, as the Fire Phone showed, they can’t succeed in every market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The Fire Phone was released at a time when Amazon was still expanding but was mostly known as an online marketplace for books, movies and electronics. Customers were a bit confused by their dive into the smartphone market, but it was short lived.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Though it temporarily dampened the progress Amazon was making, they fortunately gave up on the Fire Phone and regained focus.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> Amazon has shown time and time again that it can succeed in new markets, but smartphones just wasn’t one of them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The key takeaway here is to note their correction, which was to give up on the idea and return to what was working for them.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-2\">2. Harley Davidson Perfume\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-7.jpg\" alt=\"Harley Davidson perfume.\" class=\"wp-image-47483\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-7.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-7-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> The Harley Davidson Perfume \u003Ca href=\"https:\u002F\u002Fwww.rideapart.com\u002Farticles\u002F253742\u002Fthe-rise-and-fall-of-harley-davidson-perfume\u002F\" target=\"_blank\" rel=\"noopener\">really existed\u003C\u002Fa> believe it or not. As a product, it pretty much stood for the opposite of the Harley values.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> No amount of financial success as a direct result of this perfume would have been worth it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There is a culture of \u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\u002F\">loyalty\u003C\u002Fa> attached to Harley, and this product nearly shattered it with how out of touch it was.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When we consider the types of products Harley has made in addition to motorcycles, they’ve all stayed pretty close to what the culture was about: jackets, boots, helmets, etc.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Perfume just doesn’t belong, and doesn’t even speak to the potential capabilities of Harley (whereas something like helmets does, since they’re an accessory to riding).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> I think this is my favorite on the entire list. It not only has the absurdity factor, but is also the funniest.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">I personally believe the perfume looks cool, with packaging\u002Fbottling that has a rugged feel to it like other Harley products. That of course doesn’t matter in the slightest, because it’s not the point at all.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The thing to learn from this gaff is that sometimes dilution can lead to brand damage.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-3\">3. Cadbury’s Instant Potatoes\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"444\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191035\u002Fbrand-dilution-14.png\" alt=\"The Cadbury's Smash potatoes.\" class=\"wp-image-47500\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Cadbury’s Smash Instant Mashed Potatoes, were a boxed mix that \u003Ca href=\"https:\u002F\u002Fwww.doyouremember.co.uk\u002Fmemory\u002Fcadburys-smash\" target=\"_blank\" rel=\"noopener\">confused more than it helped\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> If I saw this product on shelves today, I would be tempted to buy it, as it might be a revolutionary new chocolate-flavored mashed potato mix.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Unfortunately, that’s not the case. It’s instead just a failed journey into a new market by Cadbury.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">I’m sure most customers who saw the \u003Ca href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2016\u002F03\u002F22\u002Fsmash-mash-martians-how-would-todays-marketers-reimagine-classic-ad-campaign\" target=\"_blank\" rel=\"noopener\">ads for this product\u003C\u002Fa> were confused, thinking Cadbury was bought out or some other extreme line of thinking.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> Dilution can sometimes lead to confusion. I would have to say that this one ranks pretty high when it comes to baffling customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Also, even though Cadbury wisely created a new brand (Smash) to distance the parent company name from the potato product, they still tied themselves to it by including their ‘Cadbury’ signature logo at the top of packaging.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-4\">4. Crystal Pepsi\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-11.jpg\" alt=\"The Crystal Pepsi clear cola product.\" class=\"wp-image-47494\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-11.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-11-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Crystal Pepsi, a transparent version of the normally brown Pepsi cola beverage.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> In terms of revenue, Crystal Pepsi exploded with sales. This stuff was flying off the shelves everywhere, especially after Pepsi \u003Ca href=\"https:\u002F\u002Fwww.cinemablend.com\u002Fpop\u002FRight-Now-Crystal-Pepsi-Super-Bowl-Commercial-Turns-Twenty-52084.html\" target=\"_blank\" rel=\"noopener\">ran an ad\u003C\u002Fa> for it on the Super Bowl.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once again, however, it’s important to point out the illusion of success that plagues brands when it comes to dilution.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Just because it seemed like a neat concept, and just because people wanted to try it, doesn’t make up for the fact it tarnished Pepsi a bit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fortunately, Pepsi scrapped it and went back to making their better-tasting, original cola product.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> Popular brands have a lot more leeway when it comes to trying new things. However, these liberties should be taken with a grain of salt.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For Pepsi, because of how many people enjoy the main product, seeing a new color was exciting and worth trying. After that, the product was done, and the customers just wanted to drink the regular stuff again.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If it’s any consolation to Pepsi, the Coca-Cola executives panicked and quickly \u003Ca href=\"https:\u002F\u002Fwww.timidfutures.com\u002F2019\u002F02\u002Fa-strange-transmission-tab-clear-ads-1993\u002F\" target=\"_blank\" rel=\"noopener\">released a failed ‘clear’ product\u003C\u002Fa> of their own.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-5\">5. Virgin Water Filtration System\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191035\u002Fbrand-dilution-15.jpg\" alt=\"The Virgin water system.\" class=\"wp-image-47503\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191035\u002Fbrand-dilution-15.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191035\u002Fbrand-dilution-15-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> The Virgin Pure Home Water System, a \u003Ca href=\"https:\u002F\u002Fwww.huffingtonpost.co.uk\u002F2012\u002F05\u002F31\u002Fvirgin-pure-richard-branson-water_n_1558384.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAMg7A-SNE20rtgljCN31Jl6RSF1SxqoLUdmSN_jydiQ16kIEFQCf2XVtpuVBrYUYJTssI-akNB7LN1s55BWTQ_0ILeyDlEntLlhKPUV21TDh9VmOOnZSK7lANjs3ormH9ith-9xhILLT1ACrjIhLDhHTw9Tq3MqtHBZHKb4c5Qhe\" target=\"_blank\" rel=\"noopener\">water filtration machine\u003C\u002Fa> that is somehow tied to different types of transportation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> When I consider an airline for a flight, I prefer them to be experts solely in flying and air safety, rather than a wide variety of things.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The Virgin water filter takes away from Virgin’s image, tarnishing their name and making them look rather silly.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On paper, it seems reasonable that if an airline makes a water filter, it should be of high quality. However, consider the inverse: a brand who makes water filters also flies airplanes. It’s not so appealing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> Virgin Pure is still around, selling different water filtration systems. They openly admit that they’re part of Virgin, which seems to overextend themselves.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Their ‘success’ in selling these products only eats away at their authority.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-6\">6. Dr Pepper BBQ Sauce\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-10.jpg\" alt=\"The Dr Pepper BBQ sauce.\" class=\"wp-image-47491\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-10.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-10-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Dr Pepper BBQ Sauce, a bottle of \u003Ca href=\"https:\u002F\u002Fwww.postandcourier.com\u002Ffood\u002Ffizzle-adds-sizzle-to-marinades-and-sauces\u002Farticle_a56afa04-46ec-5149-a23e-916cd5c7fa77.html\" target=\"_blank\" rel=\"noopener\">cola-flavored marinade\u003C\u002Fa> that is intended to bring the Dr Pepper flavor to meats.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> Remember when I pointed out that not all examples of dilution stemmed from failed products? This certainly qualifies.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Dr Pepper has seen success through all types of side projects like Diet Dr Pepper and \u003Ca href=\"https:\u002F\u002Fwww.simplemost.com\u002Fdr-pepper-will-soon-come-in-a-cream-soda-flavor\u002F\" target=\"_blank\" rel=\"noopener\">other new flavors\u003C\u002Fa>. However, BBQ sauce just doesn’t really fit in.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It does appear like some fans enjoy it, but the existence waters down the Dr Pepper name.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> Just because you can, doesn’t mean you should. Also, just because something is a ‘success’ in the short term, doesn’t make it a success in the bigger scheme of things.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Entering a new market to make a little extra revenue is great up until the point it spreads you too thin.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-7\">7. Coca-Cola Clothing\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-6.jpg\" alt=\"A Coca-Cola clothing photoshoot.\" class=\"wp-image-47481\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-6.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-6-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> A line of Coca-Cola clothing in the 1980s, which was basically \u003Ca href=\"https:\u002F\u002Frockhillcoke.com\u002Fhistory\u002Fcoca-cola-clothing-ruled-the-80s\u002F\" target=\"_blank\" rel=\"noopener\">a few shirts with the Coke logo\u003C\u002Fa> and colors printed on the front.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> Coca-Cola is good at making delicious soda, but that is the extent of their expertise. The clothes line was abandoned pretty quickly after being released.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Today, the Coca-Cola website still sells clothes, but it has a much different feel to it than what they were trying to accomplish with their clothing line in the 80s.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This time around, they seem to understand that they’re simply a soda brand offering their logo on clothing, instead of a soda brand entering the fashion market.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"985\" height=\"639\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191033\u002Fbrand-dilution-18.png\" alt=\"A Fanta Pineapple t-shirt.\" class=\"wp-image-47511\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191033\u002Fbrand-dilution-18.png 985w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191033\u002Fbrand-dilution-18-450x292.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191033\u002Fbrand-dilution-18-768x498.png 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Also, I doubt many customers have purchased a shirt like above, especially for $29.95 USD. I almost feel like this is an elaborate prank from Coke.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> Selling merchandise would have been one thing, but trying to infiltrate the fashion market was another.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Instead, Coke would have benefited from trying new flavors of their drink (which they eventually did, successfully).\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-8\">8. Apple Newton\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-5.jpg\" alt=\"The Apple Newton PDA.\" class=\"wp-image-47478\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-5.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-5-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Apple Newton, \u003Ca href=\"https:\u002F\u002Fwww.wired.com\u002F2013\u002F08\u002Fremembering-the-apple-newtons-prophetic-failure-and-lasting-ideals\u002F\" target=\"_blank\" rel=\"noopener\">the first PDA ever created\u003C\u002Fa>, had futuristic, mind-blowing features, but ultimately failed.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> Once again, we have an amazing, revolutionary product. And, once again, it overextends the brand and lessens it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The Newton truly was impressive and way ahead of its time. Sometimes, being ahead of your time is a bad thing. Apple just wasn’t ready to focus the necessary time on this product.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> Most of our smartphones today \u003Ca href=\"https:\u002F\u002Fwww.cultofmac.com\u002F440737\u002Fapple-history-newton-messagepad-launch\u002F\" target=\"_blank\" rel=\"noopener\">resemble the Newton\u003C\u002Fa> somewhat, so we owe it to Apple for taking this early leap of faith.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, they probably felt like they leaped off a cliff rather than into a successful new market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Had internet access been much more prevalent, the Newton might have been able to exist successfully next to the Mac.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-9\">9. Windows Phone\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191034\u002Fbrand-dilution-16.jpg\" alt=\"The Windows phone.\" class=\"wp-image-47505\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191034\u002Fbrand-dilution-16.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191034\u002Fbrand-dilution-16-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Windows Phone from Microsoft, which burst into an oversaturated market and took focus away from Microsoft software development.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> Microsoft had to \u003Ca href=\"https:\u002F\u002Ffortune.com\u002F2019\u002F01\u002F19\u002Fwindows-mobile-phone-microsoft\u002F\" target=\"_blank\" rel=\"noopener\">cut their losses\u003C\u002Fa> with the phone project after a few years of building up their mobile teams and partnering with other mobile-focused brands.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s fair to question why \u003Ca href=\"https:\u002F\u002Fwww.digitaltrends.com\u002Fgaming\u002Fthe-history-of-the-xbox\u002F\" target=\"_blank\" rel=\"noopener\">Xbox\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fwww.windowscentral.com\u002Fmicrosofts-first-surface-rt-released-october-26-2012\" target=\"_blank\" rel=\"noopener\">Surface\u003C\u002Fa> didn’t weaken the brand, but it’s not always so concrete. Sometimes, a new product just isn’t a good fit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> We can’t always explain why a brand can successfully enter a new market with one product, while failing to do the same with another.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That seems to be the case for Microsoft and mobile phones, since they’ve successfully entered the video game world (Xbox) and tablet market (Surface) without tarnishing their name.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The Windows Phone couldn’t compete with Android and iPhone, but even if they could have, it still might have been a bad idea to try.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Bonus example: Michael Jordan playing baseball\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191040\u002Fbrand-dilution-2.jpg\" alt=\"Michael Jordan in a baseball uniform.\" class=\"wp-image-47470\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191040\u002Fbrand-dilution-2.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191040\u002Fbrand-dilution-2-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The decision:\u003C\u002Fstrong> Michael Jordan, arguably the best basketball player of all time, decided to retire from the sport in the prime of his career to play baseball instead.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The result:\u003C\u002Fstrong> Michael Jordan is a global brand, and everything the player does, from movies to commercials, \u003Ca href=\"https:\u002F\u002Fglobalmarketingprofessor.com\u002Fhow-michael-jordan-became-a-global-brand\u002F\" target=\"_blank\" rel=\"noopener\">seems to add to its success\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, playing baseball was quite the failure. Not only did Michael stink at the game (he failed to succeed even as a minor-leaguer), but it warped his brand completely, at least briefly.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We had become so accustomed to seeing Jordan win all the time that \u003Ca href=\"https:\u002F\u002Fwww.sportingnews.com\u002Fus\u002Fmlb\u002Fnews\u002Fmichael-jordan-baseball-career-white-sox\u002F1lir1a7ewr0e91okm55a0njkr6\" target=\"_blank\" rel=\"noopener\">watching him fail\u003C\u002Fa> was awkward. Luckily for the sake of his iconic brand, he returned to basketball.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Takeaway:\u003C\u002Fstrong> We cannot do it all. Amazon learned this in our Fire Phone example, and Michael Jordan experienced this harsh realization when switching to baseball.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Seeing these examples helps us notice patterns that lead to a tarnished brand. Let’s explore this concept further with some helpful tools.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--how-to-avoid-brand-dilution\">How to avoid brand dilution\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Unfortunately, there are no guides or simple rules to follow to prevent brand dilution. Sometimes, it happens.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When it does, the best thing to do is cut your losses and go back to what made you great in the first place.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That being said, there are definitely some ways to increase your chances of avoiding it. Here are some tips to guide you:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Don’t change the underlying aspect of why consumers enjoy your products.\u003C\u002Fstrong> Customers who love your brand become its most powerful advocates — and \u003Ca href=\"\u002Fblog\u002Fbrand-advocate\u002F\">brand advocacy\u003C\u002Fa> is hard to rebuild once it’s lost. Crystal Pepsi is a prime example: the taste wasn’t as good as the original, and no amount of novelty could compensate.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Consider co-branding if seeking to enter new markets.\u003C\u002Fstrong> It’s great that you want to win over a new market, but it’s pretty tough without some help. Think about partnering up to reduce some difficulty.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>We can’t truly change who we are or what we’re really good at.\u003C\u002Fstrong> Harley Davidson can’t sell perfumes, Amazon can’t make smartphones and Michael Jordan can’t hit home runs against pro pitchers. Don’t overcomplicate things or make life difficult.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--3-examples-of-brand-extension-that-worked\">3 examples of brand extension that worked\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Determine who you are and what your brand is, and what you’re not. The rest of it is just a lot of noise.\u003C\u002Fem>” – Geoffrey Zakarian\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As discouraging as the above examples are, they aren’t indicative of every extension attempt.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"363\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191034\u002Fbrand-dilution-17.jpg\" alt=\"Brand extension graph.\" class=\"wp-image-47508\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191034\u002Fbrand-dilution-17.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191034\u002Fbrand-dilution-17-450x272.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Though it certainly is difficult to expand about a brand, the numbers are promising enough to try, given the potential rewards.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that we’ve gotten plenty of ideas about what not to do, let’s check out the brands who did it right.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Rice Krispies Treats\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-9.jpg\" alt=\"A Rice Krispies Treats advertisement.\" class=\"wp-image-47488\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-9.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191037\u002Fbrand-dilution-9-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Rice Krispies Treats, a marshmallow bar made using Rice Krispies cereal.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> Instead of trying something drastic (Rice Krispies steak sauce, etc), \u003Ca href=\"https:\u002F\u002Fwww.battlecreekenquirer.com\u002Fstory\u002Fnews\u002Flocal\u002F2017\u002F12\u002F20\u002F80-year-journey-rice-krispies-treat\u002F892431001\u002F\" target=\"_blank\" rel=\"noopener\">this idea\u003C\u002Fa> made a lot of practical sense.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Since the cereal is normally not too sweet, adding the marshmallows to hold everything together wasn’t overwhelming.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The takeaway:\u003C\u002Fstrong> Think of ways your current products or services might be changed in a unique way that could benefit you.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Apple iPod\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"388\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-8.jpg\" alt=\"An Apple iPod advertisement.\" class=\"wp-image-47485\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-8.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191038\u002Fbrand-dilution-8-450x291.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> iPod \u003Ca href=\"https:\u002F\u002F9to5mac.com\u002F2016\u002F10\u002F24\u002Fcomment-ipod-2001-15-years\u002F\" target=\"_blank\" rel=\"noopener\">popularized and normalized\u003C\u002Fa> mp3 players and moved consumers away from traditional formats like CDs and cassette tapes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> Because it utilized Apple’s expertise, hooking up to a computer to import songs, they were able to create something special.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In terms of success, it thrived due to \u003Ca href=\"https:\u002F\u002Fthisdayintechhistory.com\u002F10\u002F23\u002F1000-songs-in-your-pocket\u002F\" target=\"_blank\" rel=\"noopener\">Apple’s superior marketing\u003C\u002Fa> compared to competing mp3 players.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The takeaway:\u003C\u002Fstrong> Apple didn’t stray too far from their talents when joining the mp3 craze. Consider how you might enter a new market with a product that syncs with your current talents.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Taco Bell Taco Sauce\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"339\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-4.jpg\" alt=\"The Taco Bell bottled sauce.\" class=\"wp-image-47476\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-4.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191039\u002Fbrand-dilution-4-450x254.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> An individual bottle of the Taco Bell taco sauce for sale, which offered customers a chance to bring the taste of the fast food restaurant to their own cooking.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> Taco Bell released their taco sauce \u003Ca href=\"https:\u002F\u002Fwww.huffpost.com\u002Fentry\u002Ftaco-bell-hot-sauce_n_4847996?guccounter=1\" target=\"_blank\" rel=\"noopener\">in bottles\u003C\u002Fa> and mix-packets to grocery stores for purchase.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This didn’t weaken the brand at all, since they were essentially offering the same product they were known for, just in a different avenue.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The takeaway:\u003C\u002Fstrong> Brands can get creative and extend themselves without ruining their image. Taco Bell harnessed their creativity without going extreme.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Take into account the patterns of the above examples. Compare the successful decisions with the failures to ensure you don’t repeat the same mistakes.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--final-thoughts\">Final thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Invariably, someone out there will have a seemingly transcendent idea for something new. On some occasions, these ideas end up actualizing into something successful. More often than not, they overextend.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Just remember: your brand name and \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa> are more important than a gimmick that pulls in some extra revenue.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think long term. Think brand.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_dilution\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",13,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191036\u002Fbrand-dilution-12.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191036\u002Fbrand-dilution-12-450x283.jpg","",880,1400,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19190422\u002Fbrand-positioning-statement-9-450x263.jpg",25409,"brand-positioning-statement","Sample of a positioning statement: How to write a clear, compelling brand declaration","Brand positioning statements don't have to change often. However, it's important to make sure yours stays relevant. Here are some innovative ideas to guide you.","\u002Fblog\u002Fbrand-positioning-statement\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191632\u002Fbrand-experience-36-450x265.png",9647,"brand-experience","Brand experiences: How to build emotional connections that make customers choose you every time","Brand experience evokes strong emotions from consumers. Learn exciting new ways to enhance brand experience and build customer loyalty.","\u002Fblog\u002Fbrand-experience\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191124\u002Fbrand-transparency-25-450x282.png",27165,"brand-transparency","Brand transparency: What it is and why it matters for your business","How can a few simple adjustments account for so many successes? That’s the power of brand transparency. Ready to embrace honesty? Learn more here.","\u002Fblog\u002Fbrand-transparency\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787137026172]