Mastering The Multiple Brand Strategy
One of the hidden drivers of business is fashion and I’m not just talking about clothing.
NEW THINKING
One of the hidden drivers of business is fashion and I’m not just talking about clothing.
Loss of focus is really all about line extension. And no issue in marketing is so controversial. Companies look at the brands from an economic point of view.
I guess you’ll have heard about the Versace hotel, the Ferrari laptop, and the Apple cell phone. Yet, had I suggested any one of these products to you fifteen years ago, you might have been forgiven for thinking that a few extravagant typos had made it past the editor. Yet today, we’ve become perfectly used to extreme brand extensions like these.
Starbucks is trialing a new coffee called Starbucks Via in its London cafés. Unlike the chain’s traditional fare, it is an instant coffee that offers consumers the opportunity to enjoy their favorite brew in the comfort of their own homes.
There are two brands that I deter my MBA students from referring to in class. The first is Coca-Cola. Quite simply, Coke is the alpha of branding. And any reference to Coke usually ends up ridden with cliché’s and strategically void. If anyone ever begins a presentation on brands by talking about Coke you are in for a dull ride.