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Category Archives: brand
What are they thinking with this brand extension?
I assume many of you are familiar with Cintas. They are synonymous with uniforms and have spent many years and lots of money creating that position in customers’ minds. Apparently somebody made a strategic decision to have the company enter the … Continue reading
Brand extension
DieHard is looking to enter the non-automotive battery market. Specifically alkaline batteries. They launched an ad campaign on April 1, which was not a joke, to try to move more aggressively into alkaline batteries with a specific goal to overtake Rayovac in … Continue reading
Posted in brand
Tagged Alkaline battery, brand extensions, can brand extensions work, DieHard, Rayovac, Sears
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Where’s the value add?
A recent article in the November 28, 2011 issue of Business Week, “Even Better Than the Real Thing,” focused on the rise of private label sales in retail grocery during this downturn, and the increased focus these house brands are … Continue reading
What’s in a name?
Most new companies would kill for a name that told people what they offered or what services they provided. Most of those names are long gone, so many new companies have to invest in educating people about their name and … Continue reading
Grow up already
In a recent issue of Ad Age, Jennifer Modarelli writes an article entitled, “Sorry, but Facebook Friends of Video Views Won’t Help Your Brand.” Duh!!!. She is absolutely right and my gripe is not with her or her article. It … Continue reading
What is the most valuable brand in the world?
Every year the folks at Millward Brown use their BrandZ study to tell us who has the most valuable brand in the world. This year they declare Apple as the most valuable brand, besting Google after their four-year reign. The folks at Millward Brown … Continue reading
Resurrecting old brands
Brands live longer in the minds of customers than people think. Further, assuming the brand had a positive impact at one time, that is what is usually remembered. This fact has caused astute business people to buy old brands and … Continue reading
Posted in brand
Tagged brand, brand revival, Commodore, Commodore 64, Commodore International, Oldsmobile, Packard Bell, resurrecting old brands, Teledyne
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Don’t You Just Hate It When That Happens?
Take a look at the cover of this latest Business Week magazine. What’s wrong? If you’re Johnson and Johnson, it’s not really the way you want to make the cover of the magazine, but that’s pretty obvious. And not where … Continue reading
Posted in brand
Tagged Business Week cover mistake, Johnson & Johnson, S. C. Johnson & Son, tag lines
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Brand extensions
I generally agree with Al Ries. His insights into positioning have been remarkable over the years. He is a fanatic about NOT allowing brand or line extensions. His position is they usually (always) result in poorer performance than if you created … Continue reading
Posted in brand
Tagged Al Ries, Amazon.com, brand extension is a mistake, brand extensions, can brand extensions work, Home Depot, IBM, line extensions, Lowes, Wal-Mart, Xerox, Zappos
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Rebrand, Relaunch, Resign … Part III
Last October, in Part II I posted about the Gap logo fiasco. In that post I mentioned that most logo redesigns are failures. Further to that comes research from Vikas Mittal, a professor of marketing at Rice University, who, along with two … Continue reading
