In the mind of the Xerox customer, the brand is not elastic enough to stretch from office copiers to office computers. 

In the mind of the Caterpillar customer, the brand is elastic enough to stretch from machinery to footwear.

You must measure the elasticity in your brand.

In the mind of the Xerox customer, the brand is not elastic enough to stretch from office copiers to office computers. In the mind of the Caterpillar customer, the brand is elastic enough to stretch from machinery to footwear. You must measure the elasticity in your brand.

Brand Haiku #3: Brands Mitigate Product Development Risk

Each of the fifty-seven haikus is approximately sixty words.
Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand.
Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.

Business

Each of the fifty-seven haikus is approximately sixty words. Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand. Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.

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Brand Haiku #3: Brands Mitigate Product Development Risk

Brand Haiku #3: Brands Mitigate Product Development Risk