Laura Ries who is the daughter of Al Ries, who along with Jack Trout, wrote about marketing and branding and Positioning, has a blog on Branding that you can subscribe to like I do. Here's an excerpt of what she wrote recently:
After a brand overhaul that was two years in the making, Xerox unveiled a new look last week. Xerox worked with Interbrand to modernize its brand to reflect its expansion beyond copiers. In other words to show that “Xerox is not your father’s Xerox anymore.”
Xerox built one of the most powerful and most recognizable brand names in the world. Let’s take a look at the early history of the company to see how being first and two wise name changes were integral to its success. (READ MORE)
Also in my email this week on the subject of branding was this good/bad list:
What Works,
What Doesn't
Brand extensions that hit the target:
Newman's Own wines
PetSmart's Pet Hotel
Disney wedding gowns
Martha Stewart's vintage products
ASPCA's pet travel, safety products
Food Network's kitchenware products
Curves cereal
The Smithsonian's home furniture collection
Iams Pet Insurance
Ideas that missed the mark:
Precious Moments' urns and caskets
Disney's Party Fizz
Humane Society's Dog Lovers Wine Club
Danny DeVito Limoncello
Source: TippingSprung
And to complete this post on brands is this story from Media Post:
Brand Extension Needs To Fit Product, Service Mission
by Aaron Baar
[Research] The "incredibly careful stewardship" of the brand has allowed Newman's Own to be accepted on products as wide ranging as dog food, microwave popcorn and wine, says TippingSprung's president. "It could well be the only brand able to do that." - Read the whole story...
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