Tag Archives: brand extensions

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

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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

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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

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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

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