Sometimes creativity comes from mundate objects. Like treadmills. Who know?
Through Laura Ries’ blog I just learned about Mantra consulting and Jennifer Rice’s blog on branding. I am excited to learn about another great thinker on branding. Specifically I like this recent post on the brands blog:
…The issue of focus versus flexibility in a brand can depend on a couple factors:
1) How new is the brand? Here’s where I completely agree with Laura: new brands should tightly focus. Pick one problem that needs solving and build a reputation for solving it. Netflix solved convenient movie rental. Google solved fast, accurate search. Apple offered a cool new way to compute.
As the brand becomes well-known, it may earn the right to extend its products and services. Sometimes age translates into trust; older brands are familiar and usually within our comfort zone..
So yes I am saying that I agree that there are SOME brands where brand extensions DO work. Some. If you bring this up with me over a beer then you have to pick up the tab. Rarely. Rarely do brand extensions work.
And speaking of brand extensions, have you tried to buy a toothbrush lately? It has gotten to the point where "will it fit in my the toothbrush holder attached to the wall?" is my primary criteria.
Sometimes the key to good public relations is freaking luck. Such is the case for Tuscan Milk. From the NYT article:
â€œOne word of caution â€” milk, even when frozen into a baseball-bat
shape, is nigh worthless as a baseball bat, merely shattering into
cloudy fragments at the first strike of a baseball.â€