Don’t diversify too far from your brand’s core values

In response to Voxpop (DW 29 September), which asked about the effects on a retail brand such as B&Q, that diversifies far from its core market – if a brand’s attitude and values are clearly understood, then interesting diversification can seem very natur

In response to Voxpop (DW 29 September), which asked about the effects on a retail brand such as B&Q, that diversifies far from its core market – if a brand’s attitude and values are clearly understood, then interesting diversification can seem very natural, adding strength and depth. Virgin is a great example. On the other hand, if the brand in question moves into an area that is at odds with its core values, it risks diluting them.


B&Q will have its work cut out persuading customers to shop there for style when the company’s environments and communications have always told us it’s the place for no- nonsense DIY.


Bruce Duckworth, Creative director, Turner Duckworth, London W4

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