23 July 2025

Specialist, generalist, or multi-specialist?

However, the need for constant growth arises, and brands start to expand their offerings. It begins with small extensions, adding variants. Then it moves into adjacent categories and new territories.

But here’s the catch: this is where specialization can start to weaken. This is where a brand risks shifting from specialist to generalist.

There is, however, another path: crafting distinct narratives to express a coherent ecosystem of diverse skills. Acting and communicating as one brand — but a multi-specialist brand.

This is exactly the focus of the latest episode of Rob.

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