Friday, December 09, 2005

Brand Extensions, only slighly better than hair extensions.

C'mon we have all read/listened to the 22 Immutable Laws of branding from good old Laura and Al Reis... (or pick it up at Amazon ) and we know that brand extensions = death in their eyes, but we see it everywhere and even in our own backyard of the outdoor industry.

Brand Extensions that are affecting us currently include anything that moves from their core products to something vastly different... for instance, every Soft Goods Brand that decides they need a glove line.

The other side of the coin is co-branding, which again, pits one more more powerful names to a particular product...

dragon + 686 = $$$$

Hello Kitty + 686 for girls

It can be done well, or it can crush you. What will happen to some of these? Do we buy in to the power of their name? What do you think?

Stay tuned.

The Whole Article and Here's The Study

(this is also why we are backcountry, tramdock, dogfunk and Explore64, NOT backcountry, backcountryevenmoreskiing, backcountrysnowboarding, and



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