SUSTAINABILITY
a product that ’ s unsuccessful and is rejected by the market . Because not only will you miss the opportunity to sell SUVs if you ’ re BMW , but you ’ ll do more damage to your core product line .”
An example of a company losing vision of what made its brand truly special , as Adamson illustrates in his latest work , is Sony . “ Sony used to stand for magical things when they first were around ,” he says . “ Their television sets , their screens had matchably better colour than anyone else ’ s . When you put on their Walkman 20 years ago , the sound was phenomenal . Then they started to stick the Sony name on products that didn ’ t give you goosebumps like clock radios , shower radios … not quite toasters , but they put their name on everything and all of a sudden on phones that were not that good . “ I think the key part of success today is being able to deliver your brand benefit in whatever form your customer wants it . The trick is not to go so far
“ If you can ’ t deliver a great experience at these new diversification points then you ’ re basically diluting your brand , you ’ re stretching it too thin ”
– Allen Adamson , Co-Founder at Metaforce
72 May 2018