law of contraction
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The document discusses the Law of Contraction, which states that brands become stronger by narrowing their focus. It suggests contracting a brand results in a more powerful brand. It notes retail category killers follow a five step pattern: narrow focus, stock in depth, buy cheap, sell cheap, and dominate the category. It provides Starbucks Coffee, Pete's Subway, Toys"R"Us, and Pizza Hut as examples of brands that have applied the Law of Contraction.
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