PiNG! Connecting with Your Consumer - Flipbook - Page 57
PiNG!
PiNG!
CHAPTER 2
CHAPTER 2
Excessive Differentiation = Brand Confusion
Extravagant
Versioning
Dilutes Your Brand
Provide balance to avoid confusion.
Product
manufacturers walk a fine line in differentiating brand
versions. Too much differentiation and consumers won’t
be able to identify related products as part of the same
brand. The cohesion of the brand is lost. Too much similarity among versions, though, can be equally bad. Consumers won’t be able to easily identify individual SKUs.
It is all about balance between overall brand unity and
sub-line or version distinction.
Does your versioning diminish
your brand unity?
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