brand extension

You’ve got brand-building questions; I’ve got answers!

Today I’m introducing a new short series of videos to address the questions I frequently hear about brand-building. My answers are taken from my recent media interviews, so they’re based on real-live issues. Take a look at the first instalment: How should we evolve or extend our brand?

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:

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.

Mr. Clean is a car wash in Texas. Gerber sells baby life insurance. Caterpillar makes flashlights. I think the brand extension business is just a little crazy.

Disney's announced acquisition of Marvel Comics delivers 5,000 cartoon characters that can provide fodder for movies, books, games, plush toys, and amusement park rides. I'm not sure what this says about the future of the entertainment industry, or that what it says is particularly encouraging.

by: Jonathan Salem Baskin

One epistle in the branding canon concerns the extension of brand names to products and activities that may not be so obviously connected to the origins of said notoriety.

And the gurus said let there be a Mr. Clean Car Wash.

by: Idris Mootee

We did a little shopping this weekend my wife and I stumbled upon a few good finds including a pair of Burberry snow boots and a pair of elegantly designed Tiffany sunglasses (with Swarovski crystals on the sides).