Currently viewing the tag: "brand extensions"

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 [...]

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.

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

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.

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