Have you paid attention to the items for sale in grocery stores lately? It used to be products with names of the producers — Kraft, Heinz, etc. but now the shelves are filled with restaurant brands. You can buy sauces from Chick-fil-A, Buffalo Wild Wings, Arby’s, or Subway; Rally’s “famous” french fries, Olive Garden or California Pizza Kitchen salad dressing, Taco Bell taco shells, Dunkin’ coffee, Uno’s pizza, TJIFridays Mozzarella sticks, Red Lobster biscuit mix, and so many more.
Companies are trying to leverage any advantage to stand out in a crowded sea of options and expand their revenue sources. But it seems that they are actually diluting their appeal as with over-franchising (see dot #4441). If you can get the secret sauce at Walmart, is it still special?
The temptation to reach “everyone” is powerful. Instead, stick with Seth Godin’s advice to serve the smallest viable audience. Limit your “memorable” to keep it that way.
