How to avoid diluting your brand

Let's say you have a footwear brand and have spent years developing a strong position in the shoe market.

Recently, however, you've designed a really awesome hat...

If customers currently think of you as the best shoe company, would launching a hat dilute the brand?

Here are two questions to ask that may help you find an answer:

Why do people buy your shoes?

Why would people buy your hat?

If the answers to these questions are the same, I would suggest launching the hat under the same brand.

If the reasons are different, I would suggest launching a whole new brand and let it earn its own place in the mind of your customer.

– Charles

Song of the day
Headfirst Into A Hole by Slow Shiv