Line Extension Trap—Why Spreading Your Name Thin Makes Brands and Ideas Forgettable

It’s tempting to ride a successful identity as far as possible. Companies, creators, and clubs do it all the time—slapping their well-known name onto every new effort. But research and real-life disasters show that overextending your name is more likely to confuse or alienate people than grow your influence. When 'Kleenex' tried to move from tissues to towels, or 'Life Savers' jumped from candy to gum, sales faltered because the original promise (a tissue, a candy with a hole) got watered down.

The same trap snags individuals. A high schooler who was class president tries to add their name to every other project, only for people to start tuning out or misremembering what she actually leads. Soon, the previously clear reputation is replaced by confusion—no single thing stands out, and she’s replaced by a new face when it matters.

In behavioral economics, this is called the 'dilution effect.' Each time you expand your identity into a new area, you trade focus for confusion. The mind prefers clear, narrow stories over sprawling, fuzzy ones.

Pause before you attach your name or brand to another project or product. Map out where your reputation or main idea is currently strongest—focus future energy there. If you’re tempted to expand, choose new names that speak directly to the new theme or area, keeping your original promise sharp in people's minds. By resisting the habit of line extension, you’ll keep your reputation powerful and make your new ventures stand out on their own. Challenge yourself to try this with the next club, product, or idea you spin up—watch how much easier it is for people to remember both.