Stretching it - an exploration of brand extension, April 2017
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This document summarizes key lessons from marketing case studies on brand extensions. It discusses how brands have successfully extended into adjacent categories by establishing permission or legitimacy through positioning, as well as maintaining an edge. It provides examples like Lurpak butter positioning itself as a champion of good food to extend to cooking adventures. It also discusses how iconic brands like Marmite and Google have maintained an edge through distinctive tastes or a focus on purpose beyond products alone.
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Stretching it - an exploration of brand extension, April 2017
- 1. S t r e t c h i n g i t Paris Marketing Week Session, April 2017 Saul Betmead - Chief Strategy Officer, EMEA
- 3. ROI on brand Saves company money
- 8. Virgin - Wedding Dress Shops
- 9. Smith & Wesson - Mountain Bikes
- 10. Frito Lay - Lemonade
- 11. Colgate - Kitchen Entree
- 13. Evian - Bra
- 14. Bic - Disposable underwear
- 15. Dr Pepper - BBQ Sauce
- 16. Guinness - Record Books
- 17. Michelin - Restaurant reviews
- 20. Butter. Lovely stuff. But they all are.
- 21. If you want legitimacy in an adjacent category. You need more.
- 22. To make butter important to people, talk to them about what really mattered to them. Food.
- 23. Become a champion of good food, to people who really like food: Food Lovers. Good food deserves Lurpak.
- 28. A positioning that gives you an edge when you start to extend the brand. Beyond product. Beyond target.
- 36. Iconic brand. Legendary. Losing ground, in a losing category.
- 37. Dramatise product truth: Polarising taste.
- 38. You either love it or hate it.
- 40. Equity lies in distinctive taste. Works anywhere as long as taste adds an edge.
- 46. A Marmite giving us a lesson: Brand fit/permission Edge
- 50. Search 1998 - a start up
- 51. Browser Mail Search Blog News Photo Offers Payment Mobile Drive Social Network Video Finance Books MapsShopping MultimediaScholar Chat Voice 2015 - most valuable company in world
- 52. Legitimacy & edge Not from product. Not from service. From purpose. Make life better through technology.
- 53. 2016
- 54. “Fundamentally, we believe this allows us to run things independently that aren’t very related.” Larry Page, CEO Alphabet
- 57. Does it feel right?
Editor's Notes
- Evocative: Lucrative: when it’s done well, you often see sales of parent brand increasing. Dangerous: If you get it wrong, it can damage both the bottom line but also parent. Tricky: Looks easy, but so many examples of where it hasn’t worked…
- Evocative: Lucrative: when it’s done well, you often see sales of parent brand increasing. Dangerous: If you get it wrong, it can damage both the bottom line but also parent. Tricky: Looks easy, but so many examples of where it hasn’t worked…
- Evocative: Lucrative: when it’s done well, you often see sales of parent brand increasing. Dangerous: If you get it wrong, it can damage both the bottom line but also parent. Tricky: Looks easy, but so many examples of where it hasn’t worked…
- Cool brand, cool vessel for holding things… why not hold a perfume.. but gasoline?!
- A beauty product linking to beauty… key part of that is your smile… kind of logical. But… taste nope, knowledge about cleaning teeth?
- What better to follow a salty chip/crisp? A refreshing lemonade.
- Pens = to razors, lighters, but not underwear.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- 2014. Cooking is an adventure: to help you make great meals, even if you aren’t an amazing cook.
- 2014. Cooking is an adventure: to help you make great meals, even if you aren’t an amazing cook.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- Served in schools, core distribution system. 1990’s too fatty to be served in school’s - brand in decline.
- Create interest in brand. Amongst and new and lapsed users.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Helping you be a better cook. helping you to make better food.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- Most valuable company in world. Brand Products Business offerings https://www.google.com/intl/en/about/products/
- Most valuable company in world. Brand Products Business offerings https://www.google.com/intl/en/about/products/
- Helping you be a better cook. helping you to make better food.
- Each consumer freebie is an irresistible magnet that brings users in droves, but is subsidized by a hidden information exchange – an entirely separate data exchange where advertisers pay to target those same users.
- Ipod, Iphone, i tunes.
- Opportunity = significant sales opportunity from a successful extension. Fit/Permission = logical, intuitive fit with parent brand. Leverage = does parent brand give natural edge to extension in new category.
- DEPTH = EMOTIONAL TRACTION
- Each consumer freebie is an irresistible magnet that brings users in droves, but is subsidized by a hidden information exchange – an entirely separate data exchange where advertisers pay to target those same users.