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Brand extension - taking the look, feel and reputation of a product or company and applying it to something new. It's a fine theory and has been done time and time again, very successfully, by thousands of companies. Apple are arguably the masters of brand extension - a nerdy, not particularly dominant computer maker who tried their hand at MP3 players and then mobile phones with some success. It's now reached the point where they could release the 'i-whisk' and they'd sell it by the container load. That's brand extension at it's best.
The very pretty looking packaging shot above is from TIGI, makers of trendy haircare products under the Bed Head brand - squarely aimed at the late teens to early thirties market. To be fair, they're doing very well in that market and they'e obviously hatched a cunning brand extension plan. You'll notice the shampoo bottles above have a distinctly 'doggy' look to them. Yep, this is Pet Head. I'm guessing the conversation went something like this:
Marketing man one - "I wonder how many of our trendy young customers have pets"
Marketing man two - "Probably quite a few of them, why"
Marketing man one - "Well, those pets have hair don't they........"
Brilliant - the posh, trendy twenty-somethings can now groom the hair of their posh, trendy cats and dogs with the same TIGI products that they use and trust. That's got to be a winner, right?
This way works fine - Bed Head customer sees Pet Head, associates brand and buys. All good. But what if, despite their advertising efforts, I've never heard of Bed Head. I see Pet Head first and decide to give it a try and it works brilliantly on my pampered pooch. Then I see Bed Head and instantly recognise the brand and I ask myself this question:
"Do I really want to wash my hair with dog shampoo........"
Welcome, dear reader, to our blog. Home of some general ramblings about business and the world in which it exists. Sometimes funny, sometimes serious, but always worth a read (probably).
Our thoughts about the current trends and issues in business
What we're thinking about marketing - good and bad.
Things that have made us chuckle or, in some cases, spray coffee over our desk.
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