The headline for this post is the famous line from the Pointless Man in Harry Nilsson‘s classic made-for-TV movie, The Point, circa 1972. Many brands forget this warning in their attempt to stand for everything they can imagine some customer wanting, resulting in the brand making no impact at all. Al Ries and Jack Trout have railed on this subject for over 3o years.
A recent, well-written article in Advertising Age makes the point again, and well. I commend it to you.