Where consumer choice was once thought to be the the key to brand strategy, in 2012, it is quite different.  The information overload drives consumers into a shell, societal trends such as increasingly hectic lifestyles coupled with the culture of individualism necessitates a well focused strategy for brands to be successful.  Quite frankly, the more extensions your brand has the more you're opening yourself to your competitor and encouraging the consumer to switch brands.   Branding can no longer be logical or physical it is the art or war of the mind.