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Harley-Davidson Rents Its Brand

Posted by Abe Sauer on January 19, 2011 12:30 PM

The way we become brand champions now: Renting!

Sure, everyone wants to ride a Harley-Davidson, but let's be honest. With near 10% unemployment and employees taking pay cuts just to keep their jobs, who can afford it? So why bother with the upkeep and the winterizing and the inclement weather? Just be a biker when it fits into your schedule!Continue reading...

brand extensions

Yahoo! Sports Spins Off Online Magazine

Posted by Barry Silverstein on January 12, 2011 02:30 PM

With all the hoopla surrounding Google, it's easy to overlook Yahoo!

While Yahoo! has faced its share of challenges of late, including failed mergers and layoffs, the portal's Yahoo! Sports division has done very nicely, building up an audience of some 50 million visitors, reports the New York Times. In fact, Yahoo! Sports is the leading sports site, scoring over 52 million unique visitors last month, according to the Internet measurement firm comScore.

Now Yahoo! Sports is leveraging that audience and hoping to grow it even more with this week's launch of a new online magazine that will publish on a daily basis. ThePostGame is a joint venture between Yahoo and a social networking and blogging site, SportsFanLive.com, which has about six million visitors. 

Why spin off an online brand when Yahoo! Sports is already winning the battle for eyeballs?Continue reading...

brand extensions

Pop-Up Pop-Tarts World is Toast

Posted by Shirley Brady on January 6, 2011 03:00 PM

The brand born to be a pop-up shop has pulled the plug.

Kellogg's has quietly shuttered Pop-Tarts World, its first "branded experience" and retail outlet, which offered "Pop-Tarts Sushi" and "Ice Cream Sammys" in mid-town Manhattan. AP described it (above) as "an alternate breakfast pastry-filled universe" when it opened last August.

The NYC shop folded on Dec. 31 (missed opportunity to feed ravenous New Year's revellers?), likely because it wasn't in a high-traffic area and attracting many tourists. Its 42nd Street location was closer to Bryant Park and on the edge of Times Square — typically a mecca for marketers — which may have contributed to its demise.Continue reading...

brand extensions

Tesco Launches Antiques Goldshow with Pawnbroker Brand Extension

Posted by Abe Sauer on January 4, 2011 10:00 AM

With every passing day it seems the future envisioned by the 2006 film Idiocracy becomes more possible. In the not-so-distant future of Idiocracy, retail brand Costco has come to service nearly every human need, even law school.

Brit retail giant Tesco, with its plethora of businesses, seems to be vying with Virgin for that one-brand-fits-all title in the UK. With banking, fashion, fuel, filmmaking, insurance, optical, pharmacy, residential communities and a record label under its vast retail umbrella, Tesco's latest move sees it expand into the pawn business.

In partnership with UK pawn brokerage Ramsdens, Tesco will be offering a gold exchange to pay cash for customers' gilded valuables. Could this be a genius brand leveraging move — or a brand embarrassment in the making?Continue reading...

brand extensions

Honda Brand Takes Flight

Posted by Shirley Brady on December 22, 2010 11:30 AM

Honda's brand extension into the advanced light business jet category took its first FAA-certified flight this week, with a 51 minute test flight in North Carolina. The first customer aircraft is scheduled to be delivered in 2012.

brand extensions

The High-Low Genius of Karl Lagerfeld Comes to Macy's

Posted by Ana Terzi on December 2, 2010 02:30 PM

He's got a "contract for life" at Chanel, but that hasn't stopped haute designer Karl Lagerfeld from extending his personal brand to Orrefors crystal, not to mention his image to become a videogame character and a silhouette on Coca-Cola bottles. A talented photographer, he also just shot the latest (risque) calendar for Pirelli.

And he's so well-established beyond fashion, a fake Twitter account of supposed Kaiser Karl musings boasts more than 300,000 followers.

Now the designer is going truly "masstige" with his latest venture: designing a capsule collection for Macy’s.Continue reading...

brand extensions

Should Zippo Make Scents or Sensibility?

Posted by Ana Terzi on October 27, 2010 02:00 PM

We have to admit to being fascinated with Zippo's brand extension into fragrances — beyond the Zippo-style flip-top opening (and iconic click) to its men's fragrance bottles.

Founded in 1932, the American lighter brand (just named #31 on Time magazine's All-TIME 100 Gadgets list) has stretched its equity to cross over categories and insert itself into the highly competitive category of scents.

The hope, of course, is that the four million collectors of Zippo lighters just in the U.S. will transfer that avid passion for the brand to start using Zippo's cologne, and related "men's essentials" (body and hair wash, plus deodorant).Continue reading...

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brand extensions

Jeep Runs Risk of Special Edition Fatigue

Posted by Abe Sauer on October 21, 2010 12:00 PM

Apparently, sitting on the couch and pretending to be skilled or brave enough to go into combat is not enough for some people. Now, those same video gamers who love the first person shooter franchise Call of Duty can drive around town to get more Doritos while pretending to be part of some important "black op."

Or, at least, that's what the Jeep brand (and its parent company) are hoping. Next month, Chrysler releases a special edition of the Jeep Wrangler model — behold, the 2011 Jeep Wrangler Call of Duty: Black Ops Edition, above. It's a fierce-looking beast, but will Jeep fans and fans of the video game bite?Continue reading...

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