MS phones is a GREAT example of brand dilution. They would've been so much more successful positioning themselves as the corporate phone than trying to play the game of Apple. Solid video! Thanks for sharing.
I don't agree. That's not brand dilution. That's just a bad product strategy. There is a difference. Also, Apple gained its reputation as a hardware manufacturer way before with Mac and Ipod, even if not to the scale of Iphone. Microsoft tried exactly to position windows phones as a "corporate/productivity" option. They just did many mistakes along the line. Also, brand dilution, does not necessarily mean that a company fails with a product. Brand dilution might very well happen when a product is successful. I don't think the example is really fitting. It might be when talking about extension, but not dilution. In that case, comparing windows phone, with for example Surface which is really successful now, it would be interesting.
A recent example of brand dilution on the cultural level is the expansion of the LGBT moniker - itself a hard won but successful extension of the original LG or LGB idea - into LGBTQIA2+ mayhem. The move was too fast and seems superficial and top down rather than organically driven. Time will tell, however, as to whether the long acronym will be a successful extension or whether it will remain as it currently appears - dilution of a hard won, eventually successful extension.
