Tuesday, May 24, 2011

The Paradox of Choice and Dangers of Over-Branding

Graham Button has written a great post on the subject of over-branding. In his own words: 

"The average U.S. supermarket, one right down the road from you, sells as many as 50,000 products. There are 16 varieties of Tropicana Pure Premium juices alone, for example, and PepsiCo will probably up it to 30 before long. That’s over-service. We don’t need it."

"Recently, when Procter and Gamble cut its Head and Shoulders product line from 25 to 16, profits rose 10%. Similarly, when General Motors shrunk its brands from eight to four last year, dealers reported a 16% increase in sales."

Read the rest of the article by clicking here.

Here is another gold nugget on the subject. This one has been around for a few years but also explains the difficulties brands induce on their customers when forcing them to choose among to many items. Freedom of choice is not always freedom at all: