at the intersection of brands, media and culture

Posts Tagged ‘brand extension’

Flick your Bic, and call me

In Brands, communications, marketing, strategy on November 6, 2008 at 12:38 pm

O telefone celular descartável da Bic – BIC PHONE
Originally uploaded by eaymichel

I seem to spend much of my time lately deriding brand extensions. Despite that fact, I do believe in extensions and I do believe that brands can grow in to new markets by leveraging their fundamental brand values and engineering technology.

Unlike that awful Vasoline extension, I do like the new move by BIC to enter into the reusable mobile phone market. The phones don’t pack much of a punch in terms of apps but they do what phones used to do…allow you to talk. Seems great for International business, low-income consumers and folks in the developing world. It also fits into BIC’s primary brand equities of being disposable and easy to use.

As important, is how the extension integrates into their business objectives of pushing fuel cell batteries. More here courtesy of BusinessWeek.

Abercrombie and Fitch Encourages Women to Be Their Best

In advertising, agency, Branding, Brands, communications, Consumers, culture, marketing, strategy on March 10, 2008 at 1:35 pm

… just so long as it involves nudity. Drumroll please… Abercrombie and Fitch has lauched Gilly Hicks of Sydney, an underwear company complete with an Austrailan sun-drenched backstory. It’s sort of like Abbie Winters, but for perfect people. There’s some debate around whether it is a real brand launch and that they’ll later actually sell things, or whether their design is solely to get attention and put some sexy in Abercromie since they can’t have their models ride horses in the nude anymore. Which, by the way, the horses never liked.

Frankly, I don’t care either way but I like the approach purely for marketing purposes. You build a backstory, enhance the brand with imagery, continue to sell teenage fantasy. Of course, some argue that it isn’t teenage fantasy but rather fantasy about teenagers — and they may have a point here. But I still like the move and the video made me want to move to Australia.

Brand Licensing: Lojack for Computers

In Branding, Brands, innovation, market research, strategy on January 22, 2008 at 12:31 pm


Originally uploaded by Antonia Schulz

I was more excited about this when I thought that LoJack was actively extending its brand and entering into new categories, but alas, they aren’t. It’s still a nice rename for CompuTrace and a great idea to license the LoJack name into an adjacent and relevant category.

Renaming companies is difficult work. Not the creative part, though that too can be difficult, but rather understanding the current equities or lack thereof and attempting to estimate how much value a new name would add to the business over time. In this case I think it was worth it.

Can I also request LoJack for wallets, keys and girlfriends?

Forbes’s take on it here.

MLB Gives New Meaning to the Idea of Die Hard Fan

In Uncategorized on January 18, 2008 at 9:50 am


Originally uploaded by distillerymedia

I’m not even sure what to say about this. Is it an impressive (and
creative) brand extension by MLB or is it disgusting? I can imagine the
eulogies now…

Red Bull Says Carpe Diem and Enters the Water Fight

In Branding, Brands, communications, Consumers, innovation on January 17, 2008 at 11:02 am

Holy Waters

Originally uploaded by ~FreeBirD~

We were recently doing a competitive audit for a client and came across Carpe Diem waters. The packaging isn’t much to look at (frankly, most of the category isn’t) but it does communicate freshness and enhanced benefits better than most brands in the water-Plus category.

The surprise came when we turned the packaging around and recognized the Santa Monica address as that of Red Bull. The fact that it comes from the adrenaline pumping, fly-off-a-pier-in-homemade-plane place makes it a bit more impressive in my mind.

Most companies work hard to not take any risks and to leverage the heck out of their equity until it is diluted to, well, something not unlike water. I’m impressed with the creativity and the soft brand that they have created here and how it creates a nice contrast within their portfolio. If anyone has more information on Carpe Diem or how it came about, write in and let me know.from the Carpe Diem site:
Carpe Diem is both – philosophy and brand.

Carpe Diem is a philosophy: an appeal to the people of our time – to live consciously and seize the day because today is the first day of the rest of your life. Carpe Diem unites all those who value conscious enjoyment with all their senses. Those who demand authenticity and functionality just as much as modernity and style.

As a brand, Carpe Diem stands for drinking with a purpose – for innovative functional drinks that equally combine drinking pleasure with effectiveness. The beverages of Carpe Diem are based on traditional methods of preparation and knowledge that is thousands of years old.

Carpe Diem has made it its goal to offer this ancient knowledge to the consumer in form of modern drinks. Carpe Diem – drinking with a purpose.

Brand Extension: SPAM

In Branding, Brands, communications, Consumers, innovation, market research, marketing, research, trends on January 9, 2008 at 11:47 am

Isn’t It Ironic?

Originally uploaded by Aiko Heiwa

Specifically designed to hit the market segment of people who love the great taste of SPAM but care about their health. I bet the five people who fit that description will flock to this “crazy tasty” treat.

On a slightly more serious note, Hormel what are you thinking? The SPAM brand is not a bastion of health benefits and my guess is that SPAM Lite still isn’t very good for you. Instead of going along with the trend take a note from Hungry Man and forget about the health claims and embrace the essence of your brand. There must be some brand extensions that make more sense there like pre-packaged dinners?

Brand Extension I’d most like to see: MINI Scooters

In Brands, communications, Consumers, innovation, market research, marketing, strategy, trends on January 7, 2008 at 2:01 pm

somebody’s scooter
Originally uploaded by leff

Congrats to BMW and the MINI design, engineering and marketing teams. The MINI is a ludicrous success and has one of the best brand cultures around. People rave about them, customize them, buy branded clothing and meet up for rallies around the nation.

Now that that’s out of the way… what the hell were you thinking coming out with the Clubman?! Don’t get me wrong– I get what you’re trying to do here. You did some research and looked at the market. People loved the MINI but it just wasn’t practical for the family man/woman. Where were they supposed to put the kids and the dog and the coolers and the beach chairs and all those other things breeders accumulate? Simple problem, simple response: build a bigger MINI and market it with the catchy slogan “All business in the front, party in the back.” I’m sure it’ll be a winner, and do at least as well as the mullet. But let’s look at wisdom of a classic MINI ad, “bigger isn’t always better.”

Thinking outside the Clubman box for a moment. You have a brand that runs on irreverence, spunk, small, humor, attitude, wit, performance and cute. You’ve invested most of your communication dollars in telling everyone that small still matters, demonizing the waste of America and its size complex. You’ve built your entire brand on small… and now you want to extend it to not-so-small, almost-small, probably-ugly? Oh, and there’s that other little thing that also happens to be small… you own BMW motorcycles!!!

Am I really suggesting MINI Scooters…you bet your logo I am.

MINI Scooters. “MINI, now MINIer.”

When brand extensions go bad

In Brands, communications, photo, strategy on January 2, 2008 at 3:37 pm

Repairs &

Originally uploaded by Made in Mississippi