brand extensions

Glock Misfires With Lifestyle Apparel Line

Posted by Abe Sauer on March 20, 2012 11:55 AM

The initial response to firearm maker Glock's "Glock Perform" apparel collection suggests the brand extension is lacking… performance.

Last year, we looked at how the once-exotic and prohibitively expensive Austrian handgun became a household name just months before the release of the book, Glock: The Rise of America's Gun.

Now, to celebrate its 25th anniversary, the firearm-maker is letting brand fans show their pride through a line of Glock-branded clothing. By its own definition Glock Perform "supports your lifestyle" and provides "Confidence in any situation." Continue reading...

Beretta Wins Race to Capitalize On bin Laden Death

Posted by Abe Sauer on May 10, 2011 07:00 PM

In the race of brands looking to capitalize on the death of Osama bin Laden, we have a winner.

As details of the terrorist leader's death, and the SEAL team that shot him in the face, continue to come to light, Beretta Defense Technologies issued a statement. The weaponsmaker said it "wishes to thank the brave men of Navy SEAL Team Six who, together with our warfighters, selflessly risk their lives each day to make this world a safer place."

The statement comes complete with a banner ad that celebrates the "job well done" by SEAL team six. Of course, several commenters have pointed out one irony.Continue reading...

brand commentary

Brandishing Weapons: Glock and Rivals' Social Marketing Is A Tone Deaf Failure

Posted by Abe Sauer on January 15, 2011 12:30 PM

New reports have surfaced that Arizona shooter Jared Loughner showed off his Glock in a series of posed photos. From the New York Times report: "[Police have] photos of Jared L. Loughner posing with a Glock 9mm pistol… In some of the photos he is holding the gun near his crotch, and in others, presumably shot in a mirror, he is holding the gun next to his buttocks."

Sound odd? It shouldn't. It sounds like a lot of snap-happy owners that Glock and other gun brands count on for marketing.Continue reading...

brand commentary

Post-Arizona, NRA Holsters Brand

Posted by Dale Buss on January 12, 2011 05:30 PM

The mediasphere is so overwhelmed with discussion about the Arizona shootings this week — What motivated the alleged killer? What enabled him to pull off the massacre? — that it would be very tempting for the National Rifle Association to weigh in. Everyone else has.

Abe Sauer earlier addressed the Arizona shooting's impact on the Glock brand. But even as we see the collapse of early left-wing attempts to tar conservative media with the brush of blame in this terrible incident, the issue of gun control and gun rights is sure to get longer-term attention in the wake of the alleged assailant’s use of a legally obtained pistol to commit the crime. Tweaks to gun laws sometimes have come in the wake of similar incidents, and the NRA brain trust understands that it must remain vigilant in its defense of the Second Amendment.

That includes knowing when not to speak up as well as when to speak up. The latest stories are imploding the notion — eagerly advanced by Democratic critics and mainstream media commentators — that the gunman was motivated by conservative partisan politics. But the NRA apparently recognizes that the incident surely will provide some fuel to the endless gun-rights debate over the next several months.Continue reading...

in the spotlight

Glock Brand Spiel: How An Exotic Austrian Pistol Became a Staple Of American Pop Culture (and Massacres)

Posted by Abe Sauer on January 12, 2011 11:00 AM

It's a misleading headline, to be sure: "Glock Pistol Sales Surge in Aftermath of Arizona Shootings."

If the editors intended to make it appear as if Glock sales surged because consumers wanted the same gun that was used in the recent Arizona shootings, one might even call it maliciously misleading. But the Bloomberg report was technically correct: Glock sales in Arizona have surged following the incident... along with sales of all handgun brands. Glock was one of the best-selling gun brands before the incident, so a surge in sales overall means a comparatively larger surge in Glock sales. Rinse. Repeat.

More interesting is how Glock, a gun brand that just two decades ago cost "more than you make in a month," became one of the most mass-marketed brands in the U.S.Continue reading...

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