Brand Dilution = The Devil

For a while now I have been saying dilution is going to be the downfall of many brands. As brands and consumers navigate this recession, dilution in any form is pretty much the devil. You can dilute your brand a few different ways:

• Have a huge ass sale. Or employ price as a product strategy.
• Jack up your product portfolio and make shit your brand DNA doesn’t support (Mini USA making bigger cars? WTF).
• Turn to celebrities to make connections (yes, Tiger Woods dilutes your brand).

The list could go on for many more bullet points. The main point is, don’t forget what your brand stands for, and respect the consumers who helped to create your cred and place in the world. It goes something like this: focus on what you do really well, and keep doing it. Just take a gander at the In N Out menu for gods sake. Awesomeness.