This particular truth has entered the realm of branding lore. It’s been said in different ways by many people, but it never loses relevance and cogency—the narrower the focus, the stronger the brand. Volvo is often used as a simplistic example of brand focus—Yet Volvo claimed it first and built a brand position on it—they were first to own this idea in the mind with a proposition that was important to people. Brand strategy is about sacrifice—letting go of those attributes that might be important to you but don’t differentiate your brand. As a sage once said, “A strong brand is a focused brand.” Based upon our experience of over 25 years of branding, there is a profound truth in this observation. Less is more.