Weak brands dilute the core brand in saturated markets. Perfect branding lies in the sweet spot between unique and recognizable (or self-explanatory for domain

Weak brands dilute the core brand in saturated markets. Perfect branding lies in the sweet spot between unique and recognizable (or self-explanatory for domains, see my post on this http://t.co/ecbsWcp http://t.co/ecbsWcp), but it depends on mindshare. "GMail" is in the sweet spot between the faceless title "Google Mail" and the unrecognisable "Jabberwocky". YouTube won the mindshare landrush for consumer video and became a household brand name. Rebranding it would be dumb. Picasa, on the other hand, is similar to "Google Reader" in that it solves a smaller problem in a highly crowded market. Smaller brands with multiple competitors strengthen the core "Google" brand by living under the umbrella as "GPhoto", "Google Brush" or "Google Reader", for example. Would like to hear counter-points.