FAQ: Should I focus on just one core service or all our services?
Ever heard the phrase "Jack of all trades, master of none"? If you want to become known as the 'market leader in your industry' then you need to decide what your number one core service is and then target your branding and marketing activities towards that primary product or service. If you want to dilute your brand so that nobody could actually tell your future prospects what you are an expert at, then market everything you have to sell at everyone!
This is why Blockbuster has continued to reap the rewards of top market share within their industry.
Their core service is renting movies. They also rent video games, sell sweets and have a line of branded merchandise that goes with the movies (Scoobie-Doo movie can be purchased with a stuffed Scoobie-Doo dog). But their marketing is focused on renting movies because this is what they want to be known for... Not sweets and popcorn sales.
