Stick With What You Know: How to Achieve a Successful Brand Extension

May 11, 2016

When looking to expand a brand’s influence by introducing new products in different product categories, brand extensions can be a risky move. It’s been said before on this very blog that when it comes to brand decisions, there’s no need to recreate the wheel. Sometimes, the brand extension that makes the most sense, or the one that comes to mind first, is there for a reason – it’s the best choice.

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Would you like a Minion Tic Tac? The Strategy of Brand and Consumer Product Tie-ins

October 07, 2015

Everything from book bags and lunch boxes to toothbrushes and food items can be (and have been) branded in some way. For brands, it is an established way to get their brand strategy elements directly connected with their consumer audience. Even more desirable is when the consumers begin to associate that particular item with that brand.

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Is Brand Power Waning? (Part Two)

May 15, 2014

Is Brand Power Waning? (Part Two) Guest Blogger: Ashley Wiederhold Many industry leaders have long expected brands to lose their power as consumers become increasingly knowledgeable about their products, services, and behind-the-scenes activity, thanks to the World Wide Web. As an article published by the Harvard Business Review so aptly explains: “The case for the […]

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Is Brand Power Waning? (Part One)

May 13, 2014

Is Brand Power Waning? (Part One) Guest Blogger: Ashley Wiederhold An article in The New Yorker has raised some interesting questions: Despite all of the money, time, and energy that businesses invest in their brands, is brand power a thing of the past? Is the influence of a positive, strong brand waning? The argument put […]

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Fitbit, meet Tory Burch. Tory Burch, meet Fitbit…?

May 08, 2014

Fitbit, meet Tory Burch. Tory Burch, meet Fitbit…?   More and more, companies are partnering to bring products and services to consumers that cross socioeconomic, demographic and psychographic lines. Sometimes, bringing two companies together not only reaches a larger audience, but it exponentially builds their brands. Think Apple and Nike, Eddie Bauer and Ford, The […]

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IBM: Building a Lasting Brand

May 06, 2014

IBM: Building a Lasting Brand Guest Blogger: Ashley Wiederhold It’s easy to take today’s big brands for granted; while we can see the process of small businesses developing their brand identities, it’s often assumed that large companies are large companies because they’ve nailed down successful brand strategies (among other things). But these big businesses certainly […]

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