The Solana marketplace Magic Eden differentiated itself by creating sub-brands for each blockchain instead of using one overarching brand for all blockchains. With the creation of MagicEden on Bitcoin, MagicEden on Ethereum, & Magic Eden on Polygon it was able to expand into other markets without jeopardizing the standing it has created as Solana's premier marketplace. Here are some ways it capitalized on sub-branding:

Targeted branding - By creating sub-brands for each blockchain (e.g. Magic Eden on Ethereum, Magic Eden on Bitcoin, etc.), Magic Eden is able to create branding that is tailored to the specific community and audience of each blockchain. The branding, messaging, and marketing can be customized for each blockchain's users which may make it more appealing than a one-size-fits-all approach.

Avoid confusion - Having distinct sub-brands avoids confusion for users about which blockchain the NFTs or marketplace activity relates to. With separate brands, it is clear that the Bitcoin sub-brand relates to the Bitcoin blockchain, the Ethereum sub-brand relates to the Ethereum blockchain, and so on. This clarity could be more difficult to achieve with a single brand spanning multiple blockchains.

Future flexibility - The sub-brand approach gives Magic Eden more flexibility to expand into new blockchains in the future. They can launch a new sub-brand for the next blockchain they expand to, rather than trying to fit each new blockchain under one main brand. The sub-brands allow them to scale their multi-blockchain strategy in a modular way.

Brand differentiation - Having distinct sub-brands allows Magic Eden to differentiate itself from competitors by showing its multi-blockchain support through this network of sub-brands. This unique brand architecture could make them stand out and signal their ambitious multi-blockchain position to users and the broader industry.

Magic Eden's sub-brand approach ties in to several of Al Ries and Laura Ries' 22 Immutable Laws of Branding which we apply to our understanding of branding:

Law #1: The Law of Leadership: By being one of the first major NFT marketplaces with a sub-brand for each blockchain, Magic Eden is establishing itself as a leader in this approach. This early leadership can be hard for competitors to overtake.

Law #2: The Law of the Category: Magic Eden is defining itself as a multi-blockchain NFT marketplace, with each sub-brand occupying the category of NFT marketplace for its specific blockchain. This clear category definition helps it stand out.

Law #3: The Law of the Word: The distinct sub-brand names like Magic Eden and Magic Flow are memorable words that can serve as a powerful shorthand for each blockchain's NFT marketplace. These kinds of simple, catchy names are ideal as per the law of the word.

Law #9: The Law of Extinction: The separate sub-brands mitigate the risk of Magic Eden's brand being "extincted" if any one blockchain's market declines. The other sub-brands can continue even if one goes extinct, and new sub-brands could be launched for growing new blockchains. This reduces risk.

Law #6: The Law of Exclusivity: By having distinct sub-brands for each blockchain, Magic Eden is able to create exclusive branding for each community that feels tailored to them. This exclusivity can be appealing to users and build a strong brand identity for each sub-brand.

Law #7: The Law of the Ladder: Magic Eden can envision its sub-brands as a ladder, where success in one sub-brand lays the groundwork for success in the next. Doing well with its Ethereum marketplace may lend credibility to its new Flow marketplace, and so on. The sub-brands can build on each other in a ladder-like way.

Law #10: The Law of Commonality: Although the sub-brands are distinct, they are tied together under the common Magic Eden parent brand. This commonality lets users understand the sub-brands are part of the same overarching multi-blockchain NFT marketplace network. The combination of difference (sub-brands) and commonality (parent brand) is a powerful approach.

Law #11: The Law of Singularity: Ultimately, Magic Eden wants to be the singular NFT marketplace for each blockchain, not one of many marketplaces. The sub-brand strategy helps it work towards being the singular choice for NFT users on each blockchain, one blockchain at a time. So the approach ladders up to singularity for Magic Eden on every blockchain.

Magic Eden has capitalized on sub branding efficiently & effectively, securing its brand & expanding their reach in the most plausible format possible.