Tag Archives: can brand extensions work

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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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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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

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