where you ’ re just extending and , like the Sony story , you have nothing special . When we look at brand extension we look at both fits . Yes , the Sony brand can fit in shower radios but does this have any leverage ? “ 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 . You are looking at short-term sales versus longterm success . More and more brands have stretched so far that they don ’ t stand for anything because they become diluted . Famous theory is ‘ the stronger the focus , the stronger the brand ’. If a brand stands for everything and is in every category it ’ s going to lose its success . “ All of sudden people looked at Sony and said ‘ oh , it ’ s not that special . Their phones aren ’ t that good . The shower radio is not that great ’. They lost their sizzle because they diversified well beyond their ability to deliver a core Sony experience .”
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