The Art of Branding

Eight points on The Art of Branding by Guy Kawasaki. Take especially #2 to heart:

"Create one message. It's hard enough to create and communicate one branding message; however, many companies try to establish more than one because they are afraid of being niched and want the “entire” market. “Our computer is for Fortune 500 companies. And, oh yes, it's also for consumers to use a home.” Face it, Volvo can't equal safety and sexiness, and Toyota can't equal economical and lexuriousness (sic). You can pick one message, see if it works, and then try another. But you can't try several at once."