Why is it that Coke can market all kinds of mutated varieties such as Diet Coke, Cherry Coke, Diet Vanilla Cherry Coke, etc., and consumers literally drink it up? But when Mercedes came out with a low end version of their car, the "real" Mercedes owners were horrified? To discover the answer requires identifying a company's "pivot point." The pivot point of your brand is that inherent promise you have made, (wittingly or unwittingly), with your customers. And while you can move your brand in any number of directions, that one pivot point, that key element of trust, must remain steadfastly in place. Want proof? Ask yourself, hypothetically, which of the following would be more accepted in the marketplace...
- Rolex announcing that it was coming out with a very high end clothing line?
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