The Law of Line Extension
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Sam Parr
Sam Parr
Sam Parr
@thesamparr·Aug 5
The Law of Line Extension:
Trying to be everything to everyone ruins your brand.
Stretching your name across many products weakens your identify.
Launch a new brand instead.
Good: Honda going upmarket and making Acura.
Bad: Buzzfeed making stores at the airport and ovens.
Brands die when they try to be everything to everyone. Sam Parr nailed it in his tweet about the “Law of Line Extension.” When you stick your brand name on too many random products, you confuse people and water down your brand’s identity.
Why it works
- Strong brands own one idea in your customer’s mind.
- Line extension spreads attention and trust too thin.
- A new brand can reach new markets without hurting the old one.
- Focus = clarity = strong associations.
Real-world examples
- Honda → Acura: Same company, separate luxury brand. Worked great.
- BuzzFeed → Ovens: Content brand tried products. Total flop.
- Coca-Cola’s Dasani: New product line, separate sub-brand for bottled water.
- Amazon → AWS: New division, new name, massive success.
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