Dyson: Blowing with the wind

What do vacuum cleaners, hair dryers, and fans have in common?

Although they serve distinct purposes, each of these device categories is about moving air. Dyson, the renowned British home appliance manufacturer, appears to have recognized this shared element, and, today, these three product groups characterize the brand's portfolio. While at first glance, this diverse lineup may appear surprising, it aligns perfectly with Dyson's reputation as experts in air management.

But, as so often, once businesses get successful, people tend to want even more and put the subject of brand extension on the agenda. And, yes, even a seemingly focused brand such as Dyson cannot always resist the temptation of going off-track. Embark on a little journey with me, exploring the peaks and valleys of an iconic brand's product strategy.

It all started with frustration

Actually, it didn't all start with air. In the late seventies, James Dyson became frustrated with his vacuum cleaner’s inconsistent performance and invented the first bagless vacuum cleaner, using cyclonic vacuum technology. This innovative product gained popularity over the years and its futuristic, colorful design became the face of the Dyson brand at large.

"Like everyone, we get frustrated by products that don’t work properly. As design engineers, we do something about it. We’re all about invention and improvement."?— James Dyson

From appliance innovation to improving airflow

After having disrupted the vacuum cleaner category, it was the washing machine's turn. In 2000, Dyson managed to improve an existing concept through a product most of us don't even know it ever existed: The CR01 Contrarotator — a washing machine with two contra-rotating drums for a way better performance.

When the CR01 was discontinued due to reliability issues and high costs, Dyson made an interesting move. Instead of venturing into yet another household device, the brand unveiled the Airblade hand dryer for restroom facilities in 2006. Innovative without a doubt, but for many, the most conspicuous similarity with the vacuum cleaner was the shared aspect of high-speed air manipulation. From a technical perspective, this decision was a well-grounded one. Dyson's extensive experience in developing vacuum cleaners had equipped the company with a profound understanding of air dynamics. In terms of brand identity, however, this product introduction marked a significant transition. Dyson evolved from merely offering "improved appliances" to embracing the notion of "enhancing air movement". This transformation was further reinforced by the soaring popularity of Dyson's vacuum cleaners.

Whether it was a deliberate decision at that point in time or not, things got crystal clear three years later when Dyson introduced bladeless fans and air purifiers; it was evident that Dyson had unequivocally positioned itself as a prominent brand in the field of "air management".

Blurring the image with light and wheels

Through the introduction of product updates in categories encompassing vacuum cleaners, hand dryers, fans, and air purifiers, Dyson firmly solidified its distinct and robust brand focus. However, in 2014, the brand took a bold and surprising step into an entirely new realm when a new product category saw the light. Literally. Dyson introduced a portfolio of lighting products. Not only didn't have have to do anything with air; it also wasn't even anything near a home appliance.

A little research shows that something else has been behind this:

"Sir James Dyson has acquired his son Jake Dyson's lighting firm, in a move which could see Jake lining up as heir to the Dyson company. Jake Dyson Products, which makes energy-efficient lights, will now become part of the Dyson Group."?— Design Week

Introducing hairdryers, some two years later, was a logical addition to the line-up again, and it turned out to be a successful move. However, still committed to improve virtually any device, the brand couldn't resist the temptation of going off-track in 2017 for another time, when it invested heavily into the development of an electric car.

In my opinion, introducing such a product could have further blurred the brand's image. The fact that this entirely new product never materialized might, in retrospect, have been a blessing in disguise for the brand.

Back on the air track

By adding heat to their fans and water to their hand dryers (Airblade Wash+Dry), Dyson has shown there's enough room for development when sticking to air only.

The COVID pandemic made us all realize that air quality can be crucial and Dyson, spotted its opportunity as the brave brand known for airflow products: The Dyson Zone headphones with attachable visor to purify air was introduced.

Now, it certainly seems to be an exciting product that draws attention, but is this really a product of the "air category" with some added audio functionality or is it rather be perceived as a modern consumer product with an air-related add-on to keep the connection with vacuum cleaners and fans?

Once airborne, the sky is the limit

Don’t get me wrong here. I love Dyson. Their vacuum cleaners are simply clearly stand out from the rest — both in appearance and performance — and also the other airflow products are exciting. The brand shows excellence in consistency; its modern, sleek design language can be seen throughout the products, packaging, manuals, shop presentation, and website. Dyson’s drive to improve stuff seems to sometimes have made them forget the importance of another branding essential: focus.

I think Dyson has proven that it can make existing products way better. When asking themselves which should be the next thing to improve, I think they should stay within the scope of “air devices”. That’s exciting enough and there's no one out there doing that too, making the brand unique.

Recent attempts have certainly been good in this respect, but I think the British brand could be way bolder: I can start dreaming of reengineering tire pumps, improving kitchen hoods, developing better leaf blowers, introducing a new generation of tumble dryers, or bringing drones to the next level. (And, when it really needs to be a vehicle, why not a Dyson hovercraft?)

And it doesn't have to stop here. Why should the brand just come to life through its products? Think of Dyson sponsoring sailing competitions and kite festivals, appointing a saxophone virtuoso as their brand ambassador, advertising on hot air balloons, or even cobranding with Nike Air.

I'm curious to see what’s next. Do you know what’s in the air?