| A graphic designer spoke to me last week.
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| | That's when you introduce your other
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| His graphic design firm -- let's call it
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| | company, "JKL Graphic Design" and "PQR
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| XYZ Design -- was numero uno in designing
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| | Web Design". Same company, different
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| labels for a large wine company. Let's
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| | positioning and certainly different brand
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| call that ABC Wines. Now ABC wines had
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| | names. What this does, is it helps
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| some really super wines. They loved the
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| | clients compartmentalize their thinking.
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| incomparable graphic design of XYZ
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| | They now think you have specialist groups
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| design, and continued to use them for
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| | working on specialist projects taking
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| several of their major brands. This one
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| | extra special attention.This Does Two
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| client alone generated tons of work and
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| | Things...1) It helps each of your
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| income for XYZ design right through the
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| | businesses take on a 'character' of its
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| year.Then It Happened...ABC Wines sold
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| | own without affecting the other, much
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| out to another wine company. This new
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| | like Air New Zealand is premium and
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| wine company had its own in-house graphic
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| | Freedom Air is budget. The public knows
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| designers. That effectively meant XYZ
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| | they're one company but still
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| Design's income and work flow were
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| | compartmentalizes them into two. You can
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| severely hit, causing them to scramble
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| | change the character of each company, and
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| for new clients to fill the gap."If only
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| | help boil it down to the smallest
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| I had done what you said," said the owner
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| | possible niche, making you an expert in
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| of XYZ Design, " and not line extended
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| | the category.2) The client sees your
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| into web design and other forms of
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| | multiple brands as different brands. When
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| graphic design and communication, I would
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| | they need web design services, or when
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| have gone down the gurgler too"Not
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| | they need to recommend them, they call
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| true.Line extension doesn't mean you run
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| | the web design experts. And so on with
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| just one business or have one product.No,
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| | graphic design and wine labels or just
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| it doesn't mean that at all.Multi-tasking
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| | about anything that you are
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| existed long before the advent of
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| | handling.Everyone Loves A SpecialistWould
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| computers and the more skills you have,
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| | you allow a GP to work on your triple
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| the better off you are in today's world.
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| | bypass? OR would you prefer a heart
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| However, you have to name each 'twin'
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| | specialist? Even better, a doctor who
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| differently to give it a very distinct
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| | does only triple bypass surgery? If you
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| identity. When you do that, your client
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| | feel the difference, so does your client
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| recognises the difference and chooses
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| | and to ignore this basic human instinct
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| that 'twin' for its own individual
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| | is to do so at your own risk.How It Works
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| personality and character.How Do You Line
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| | Not Just In Business But In The Workplace
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| Extend Without Line ExtendingIn the case
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| | TooIf you're working in a job, the same
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| of XYZ Design, it would have to work in
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| | rule applies. Be known as a genius for
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| this manner. To all wine companies, they
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| | something. Know how several things work.
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| would enter the door as a 'wine label
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| | But branding yourself in one skill makes
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| design Specialist.' To every wine company
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| | you the expert. Every time the company
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| in the country and overseas, they would
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| | has a fire in that section, you will be
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| be known, not as XYZ Design but more so,
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| | known for your fire-fighting skills.On an
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| as XYZ Wine Design Specialists.'This
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| | ordinary basis, most employees are not
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| would give the wine companies a
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| | known for any particular skill and wonder
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| specialist to deal with. It would help
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| | why they are on top of the redundancy
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| XYZ Wine Design specialists to build
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| | list. Bosses don't know what you do and
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| their reputation in the wine industry to
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| | why you're special, because you haven't
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| a point where if any wine company decided
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| | been doing the 'branding bit'. It's
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| to design a label, XYZ Design would be
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| | better to be a specialist than the 'safe
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| one of the main contenders.Now, wine
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| | unknown.'As Dire Straits sang in one of
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| companies don't do just labels. They do
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| | their songs, "Sitting on the fence is a
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| brochures, leaflets, annual reports,
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| | dangerous course: You could get a bullet
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| websites and tons of other stuff. Your
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| | from the peace keeping force."Funny (But
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| question would be, how can I afford to
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| | True) Phrases When You Forget To Obey The
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| lose out on that market?Why You Never
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| | RulesJack of all trades, master of none.
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| Lose Out On The Rest Of The StuffIt's
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| | A bird in the hand, is worth two in the
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| called backdoor entry. Everyone
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| | bush. And the best one of all: Keep it
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| (including your competition) is banging
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| | simple, stupid!Keep putting these
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| on the front door, trying to get in. You,
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| | principles in action and you will see a
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| on the other hand, quietly slip in
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| | marked improvement in your
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| through the backdoor, pick your goodies
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| | business.Wouldn't you love to stumble
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| and slip out.This is how it works in
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| | upon a secret library of small business
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| practice. If you do really good work
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| | ideas? Find simple, yet electrifying
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| designing wine labels, it's almost
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| | ideas on marketing strategy,
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| inevitable that clients will ask you if
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| | psychological tactics, and branding.
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| you can design other associated material.
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