What Does The Law Of Expansion State?

In the field of branding and marketing, it was a conventional concept that product or category diversification could always achieve the objective of elevating sales.  In the apparent realm of affairs, this theory was even proved right in practice but the intricacies of the matter proved otherwise.  No doubt the short-term success was great as a result of diversification but as far as long-term results are concerned, the brand tends to lose its focus as it engages in diversification in the desire to increase sales.  As a result, the brand's strength enfeebles in the long run attributing to the technique of getting those short-term gains.  

The law of expansion states the same theory.  It espouses and consolidates the notion that in order to make a brand a powerful brand one should always maintain a narrow and definite focus and eschew prospects like mega-branding, variable pricing etc.  In other words, instead of expanding a brand, the law of expansion advocates the idea of contracting the brand.