Brand Simplicity
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A Brief History of Fish...

Read (0) / Post Comments | Posted: Friday, April 3, 2009

You've heard the metaphor...do you want to be a big fish in a small pond, or do you want to be a small fish in a big pond?  Seems like a classic question, doesn't it?  As the question is posed, there is an either/or consideration…do this or do that.  No other options.  But really, why is the question limited to those two options when there is a world of other options available?  And, when it comes to the position of your brand, you might even find that other options are best.  In fact, the option I am thinking is most powerful is being a fish that is the same size that jumps into another pond of the exact same size.


"Wait a second," you might think.  "Why would I want to remain the same size and simply go into a different pond of the exact same size?"

But here is the rule/concept/principle when it comes to branding: Moving from one pool to another might be the perfect move for your brand.  By moving from one "brand pool" to another, more appropriate "brand pool" you could capture much more business simply because your new pool is less toxic, clearer or contains better companion elements.

Don't limit yourself or your brand to the concept of downgrading or upgrading with the small pond/big pond analogy.  Instead, realize that by moving from one market pond to another similar-sized pond could provide the best move for your business yet...and allow your brand to flourish.



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