Sometimes branding activity really works. When Coca-Cola branches out and produces a new beverage, it makes perfect sense to me, the consumer. It’ll probably be pretty good tasting. It is a logical extension of the Eddie Bauer brand to have a EB edition of a truck. Rugged, dependable. Restaurant chains let me know that if I like one of their places, I may like a different establishment they own, too. Tasty, good value, etc.
My point is that a smart company leverages their brand effectively, helping consumers understand the linkage and reinforcing the brand message across product lines. But what happens when someone doesn’t think through the implications and associations between the brand and product?
Here’s an interesting – and humorous – article about branding efforts that ultimately failed, and why.
Now, are you using your branding opportunities logically and effectively?
