In Hollywood, there are only a few major studios out there. Superhero movies are huge now, and studios (aside from Marvel) have been jumping into the game. A studio has to stagger their common releases out over the year. Yet, one studio decides to release a superhero movie- one after the other. This is great and all, but there is a problem. There are no superhero movies out there. The films are competing against eachother. A person decides not to see film A because film B is also playing. Both are from the same studio. Due to a lack of clear branding and bad scheduling, this Hollywood studio is competing against their own films.
It’s something that happens often. A consumer is going to opt for this brand anyway. Instead of giving an option that will only cancel the original sale and lead a buyer to another, brands need to always think bigger. How can someone new be obtained? This way, both sales are made.
This is a common fallacy of “new models” and super-strength products. Many consumers will upgrade to that while stopping the purchase of the previous iteration. What is lost is subsequently gained again, and the brand may have bolstered sales temporarily- at best. Microsoft is currently testing this out now. They are attempting to rejuvenate slugging Xbox One sales with the release of the slim model Xbox S One. But, will it only bring people to stop buying the original model entirely, or can both coexist? Does the Xbox S One service a different angle or marketplace? The answer is maybe. Even big brands ask these questions- and they don’t always find out the answer until it is too late.
Sauce INK has a lot of information on brand development, from the corporate level to the small Weebly-made website. No matter the size of the brand, the basic rules are essentially the same. Find uniformity among the product lines. Identify a niche and a market. Lastly, don’t develop something that is too similar to something else in the same brand. It can take away sales and make a brand step backwards.