forty-three One-product Business
November 30, 2010 § Leave a comment
Often a brand focuses on one product when advertising. This really tells a story rather than summarizing a company with every ad. One brand that does this well is McDonalds with the McRib. People know the story of McDonalds, they know the burgers, fries, and shakes. The story, the exciting new thing that people care about is the “MCRIB.” I don’t want to go to McDonalds, BUT I do want a McRib.
This brings back the importance of story telling…of showing not telling…of bringing something new to the picture. Within a brand, there are a multitude of subbrands of products; McDonalds has these with coffee and fries. The Sports Authority has them with clothing and shoes. Each category of product within a brand has its own reputation within the overall brand. For example, people were apprehensive about buying coffee from McDonalds when it originally came out, but they have built that product within McDonalds to be a huge portion of sales.
When each subbrand consistently fits into a brand and is a leader among subbrands under other brands, the brand as a whole succeeds.