Product Behavior

Must business growth mean “do more of everything”? Why do companies seem to believe that the only way to extend their value is to do everything they can, in every direction?

I’ve written a bit about Starbucks before, about how, over time, the unique Starbucks experience has become watered down to the point that it’s no longer special. Today, though, I was struck by several further dilutions of whatever it is Starbucks thinks it is.

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Recently, a friend overheard tourists talking about Dunkin’ Donuts being “known for” donuts. It got me thinking about what DD really is known for.

Let’s say you are the manufacturer of a product that’s been around for years, does its job well, and is pretty popular – except for the fact that it’s responsible for a few thousand deaths among children every year. You might want to come up with a way to counter bad press and bad feeling by extending your brand in a direction that softens and broadens your image.

I’ve been on the road this week, consulting with a client and conducting some research with consumers for a new product. The client has one product on the market and is adding another, which will perform a different, but related, function. It’s interesting because right now, the company is defined by their one product. But [...]