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Branding 101
A brand must be focused
To be successful, a branding campaign should be focused on a single concept.
The better focused a brand is, the more likely it will be perceived as the expert or authority in the category.
For example, if you want to purchase a computer, you are likely to choose CompUSA over Wal-Mart because you believe CompUSA knows more about computers than Wal-Mart.
Of course this may be true since CompUSA is only involved in computer-related products, whereas Wal-Mart sells everything.
But even if CompUSA wasn't a better choice it would still be assumed to be a better choice by most consumers.
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