Currently viewing the category: "brand extension"

how to succeed in new markets

by denise lee yohn on March 27, 2013 · 0 Comments · in brand communication, brand extension, brand names, business, marketing, retail

brand as business bit:   To expand or not to expand, that is the question — the question most companies grapple with at some point. While entering a new market certainly opens up a new revenue stream and increases the impact and stature of your brand, it can also add complexity and variability that threaten your [...]

randy garutti on the secrets of shake shack’s success

by denise lee yohn on December 3, 2012 · 0 Comments · in brand extension, brand perceptions, innovation, leadership, retail

If you judge a restaurant’s success by how long a line of customers it attracts, then Shake Shack is surely a winner.  The popular burger and shake chain attracts multitudes of devotees to its nearly 20 units in the U.S. and abroad.  What’s its secret?  CEO Randy Garutti joins us to share: how Shake Shack [...]

the secret behind the james bond brand

by denise lee yohn on November 14, 2012 · 0 Comments · in brand extension, brand perceptions

brand as business bit:  With last week’s premier of the latest James Bond film, Skyfall, I’m reminded of the brand extension lessons that can be derived from the successful Bond movie franchise.  I’ve found couple observations about the evolution and extend-ability of James Bond spot-on: John Strain, Account Executive, Star Group, writes in iMediaConnection: “Truth [...]

beat the brand extension odds

by denise lee yohn on June 25, 2012 · 0 Comments · in brand extension, business, marketing to women

brand as business bit:   What did the most successful food and beverage consumer packaged goods brands introduced in 2011 have in common?  According to the New Product Pacesetters Top 10 Food and Beverage Brands report,  they were all brand extensions like M&M’S Pretzel and Kellogg’s Special K Cracker Chips. But not all brand extensions are as impactful.  In fact, the [...]

taco bell wins in co-brand with doritos

by denise lee yohn on March 4, 2012 · 0 Comments · in brand extension, brand perceptions, brand portfolio, marketing

brand as business bit:   Last week, Taco Bell generated quite a bit of buzz by announcing a new tagline (about which I provided some insights to AdAge) and a new product, Doritos Loco Taco featuring a shell made from Nacho Cheese Doritos Chips. The folks over at ePoll contacted me with some research they did [...]

so you want to try a new concept?

by denise lee yohn on February 11, 2012 · 0 Comments · in brand extension, brand names, innovation, retail

brand as business bit:  SmartBlog on Restaurants just published a piece of mine, “So You Want to Try a New Concept?”  In it, I layout the considerations in designing a test that will ensure you get the most learning and value out of it – including: carefully evaluating your options before jumping to the most [...]

david aaker on brand relevance

by denise lee yohn on June 14, 2011 · 0 Comments · in brand extension, brand perceptions, innovation

David Aaker, author, brand guru, Vice Chairman of the brand consulting firm Prophet, and professor emeritus at Berkeley’s business school, joins me for a provocative interview on the state of brands today. Providing color and context for his latest book, Brand Relevance: Making Competitors Irrelevant, Dave explains: why the only way for brands to win is to [...]

brand extension insights from bieber and trump

by denise lee yohn on April 6, 2011 · 1 Comments · in brand extension, marketing

What do Justin Bieber and Donald Trump have in common? Besides mops of hair! Both guys (we can’t really call 17 year-old Bieber a man yet) are driving major brand extensions – they’re own. Tweet

garden fresh practices fresh business principles

by denise lee yohn on February 22, 2011 · 3 Comments · in brand extension, brand identity, brand perceptions, business, innovation, leadership

Thanks to my column-writing gig with QSR Magazine, I recently got an insiders’ look at a remarkable company, Garden Fresh Restaurant Corp.  You probably know them as Souplantation, the 110+ unit salad and soup buffet concept, or Sweet Tomatoes, the name they operate under outside of Southern California. Tweet

catering to shoppers’ need-states

by denise lee yohn on July 1, 2009 · 1 Comments · in brand extension, brand perceptions, brand portfolio, marketing, retail

New formats of existing retail brands seem to be popping up all over the place.  Best Buy Mobile Tweet

less is more

by denise lee yohn on March 16, 2009 · 0 Comments · in brand extension, brand names, marketing

Haagen Dazs just added a new line — Five — it’s billed as “All-natural ice cream crafted with only five ingredients for incredibly pure, balanced flavor… and surprisingly less fat!“ Tweet

brand-building: yohn on ries

by denise lee yohn on January 12, 2009 · 2 Comments · in brand equity, brand extension

Last week’s Ad Age featured a column by brand luminary Al Ries that I just can’t let go without comment.  Ries’s main thesis is that brands must remain narrowly focused Tweet

losing more than a brand name

by denise lee yohn on January 8, 2009 · 4 Comments · in brand equity, brand extension, brand names, brand perceptions, brand portfolio

In dropping the Kinko’s name from its moniker, Fedex (formerly Fedex Kinko’s) may be losing more than 6 letters and an asterisk. The name change Tweet

underwear that’s fun to wear

by denise lee yohn on December 20, 2008 · 6 Comments · in brand extension, marketing

The verdict from brand marketers on the worst brand extensions of 2008 is out — Burger King underwear, Kellogg’s hip-hop street wear, and Allstate Green insurance were named the worst offenders. Tweet

james bond on branding

by denise lee yohn on November 10, 2008 · 0 Comments · in brand extension

Bond is back!  Quantum of Solace will launch in theaters beginning this Friday, 11.14.08.  While my, um, affections for the “spy who loved me” are generally pretty visceral, I do believe there are some important lessons for marketers Tweet