WHAT DO COWBOYS SMOKE?
Philip Morris should know a “more is less” problem when they see one. The same thing happened to their flagship brand, Marlboro. In an effort to maintain growth, Marlboro introduced Marlboro Lights into Marlboro Country. Then they introduced Marlboro Mediums, then Marlboro Menthol, and even Marlboro Ultra-Lights. Suddenly, for the first time in memory the brand started to turn down. It’s obvious what the problem was about: Real cowboys don’t smoke menthols and ultra-lights. Philip Morris isn’t stupid. They are back in Marlboro Country with the red-and-white package. There’s not a menthol or medium in sight. THE BASIC PROBLEM The more you add, the more you risk undermining your basic differentiating idea. If, as in Marlboro’s case, they stand for full flavor, how can that attribute hold up when you start to offer other flavors or weakened flavors? Michelob was once a very successful, expensive full-flavored beer. Then it introduced Michelob Light and Michelob Dry. The brand went downhil
