[A] left brainer at a smaller company thinks, "We can't afford the costs of launching a new brand. So let's use our existing name. Furthermore, we already have some good consumer recognition. With a new brand, we'd have to start all over again. We don't have the resources to launch a new product and a new brand at the same time, nor is it necessary to launch a new brand."The authors ridicule this line of reasoning, which is unfortunately common even among marketing professionals. The authors counter that successful product strategists:
- Strive to create a new product category.
- Create a new brand to stand for that category in the mind of the customer.
- Keep the brand focused on that one category.