The product strategy should give freedom of maneuver and at the same time define clearly the borders behind which stretching the brand performance is not a viable option. Just pay attention to not define it too narrowly.
Ivory soap lost its market appeal because P&G did not leave enough room for maneuver saying Ivory soap had to:
- Be 100% pure (actually 99 44/100%)
- Have Ivopo (a proprietary perfume)
Game over. All you can do is keep communicating the brand promise, but time plays against you.
Innovate or die, wrote Jack Trout.