Tag Archives: brand extension is a mistake

Dumping Shatner is only a symptom

Priceline has announced they are ending their relationship with William Shatner because he has been too successful at positioning them in the “name your own price” travel market. Apparently generating $1.5B in revenue, which is a 45% increase over the … Continue reading

Posted in Advertising | Tagged , , , , , , , , | Leave a comment

Another money maker for a branding agency

Apparently Hyundai is aiming to move the brand to a new position of “modern premium.” That would be a phrase their agency made up. The problem is that they also want to keep making a wide range of vehicles from low-cost to … Continue reading

Posted in Advertising | Tagged , , , , | Leave a comment

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 , , , , , , , , , , , | Leave a comment

Brand extensions I don’t get

Being a believer in Ries and Trout’s concepts from their landmark book, Positioning the Battle for Your Mind, I’m not a big fan of most brand extensions. That being said, some make even less sense to me than others. Back … Continue reading

Posted in brand | Tagged , , , , , , , , , , , , , , | Leave a comment