Successful organizations spend a lot of time saying, “that’s not what we do.” It’s a requirement, because if you do everything, in every way, you’re sunk. You got to where you are by standing for something, by approaching markets and situations in a certain way. Sure, Nike could make money in the short run by licensing their name to a line of wines and spirits, but that’s not what they do.
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Do you know of other National Geographic brand extensions that seem off topic?
If so, please let us know, and we’ll add them to the list.
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