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 be told, […]
brand extensions
06.25.12
Beat the Brand Extension Odds
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 brand extension […]
02.11.12
so you want to try a new concept?
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 obvious selecting […]
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. […]
01.12.09
brand-building: yohn on ries
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 […]
12.20.08
underwear that’s fun to wear
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. […]
11.10.08
james bond on branding
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 […]