This is Why Less is More

If you happen to pass by Block A of Connaught Place in New Delhi, you'd notice a lot of people (at all times) standing outside Keventers, waiting for their milkshake.

When Ram Krishna Dalmia bought the brand in 1940, he diversified the company by introducing powdered milk, condensed milk, ice cream, butter, biscuits, and of course, milkshakes. After some years he lost interest in Keventers, and the brand was soon to go dead.

His grandson, however, was determined to revive it. Along with a friend, he took over the operations at Keventers. What was the first thing they did? They slashed all items from the menu, and kept only milkshakes.

In its early days, Domino's sold sandwiches and pizzas. When they had enough cash and it was time to make the brand grow, they did not increase the product line. They decreased it. For about 30 years, they sold only two items: Traditional hand tossed pizza and Coca-Cola.

Subway knew this since the first day itself, and focused only on submarine sandwiches.

You see, in the growth phase of any company, it is better to be narrowly-focused and avoid the temptation of expanding the product line. It gives your consumers a clear picture of what the brand is about. And added to that, limited items ensure higher quality and efficiency.

Once that image is established, once 'coffee' means Starbucks or 'tea' means Chaayos, the brand can venture into selling sandwiches, muffins, and brownies without confusing the customers.

Understand that brands which generally leave an impression in the mind are specialists, and not generalists.

When Steve Jobs returned to Apple in late 90s, he put a bullet in the head of every product that Apple had created till then, and decided to focus only on the iMac.

"Our customers don't know what to expect from us. They don't know what Apple stands for."

Again, when you want to grow a brand, you will be tempted to increase the product line. But if you're marketing with empathy, you will do the opposite.