brand extensions

Funeral Homes: Not Just for Funerals Anymore

Posted by Jennifer Sokolowski on February 1, 2011 04:00 PM

Rebranding can be tricky. Just ask Domino’s. But many modern funeral homes are dead serious about brand extensions – as wedding facilities. And they seem to be succeeding.

Morbid? Maybe. But funeral homes are often less expensive and more available than more traditional wedding centers, and many include beautiful event spaces that are underutilized. And any raucous wedding partying certainly won’t disturb the neighbors in the cemetery. That's right: boogie away to Chris Brown's Forever all night.Continue reading...

brand extensions

TED Extends Brand with TEDBooks

Posted by Barry Silverstein on January 27, 2011 02:00 PM

Twenty-six years ago, a four-day conference was organized in California to spread ideas.

It got its personable name, TED, because it brought together people from Technology, Entertainment, and Design. That conference spawned a small nonprofit organization which, arguably, has become one of today's hottest global providers of conferences and online videos for business and consumer audiences alike. Its simple bold red logo — three letters in all caps — is recognized around the world. 

Today, TED is best-known for its annual conferences, where it has hosted such luminaries as Sir Richard Branson, Bill Gates, Jane Goodall, and Al Gore, along with its rich library of videos of presentations ("TEDTalks") available free on its website.

Beyond that, TED has spun off an array of extensions to the brand.Continue reading...

brand extensions

Sephora, OPI Put Hands Together with Glee

Posted by Jennifer Sokolowski on January 20, 2011 11:30 AM

Gleeks (you know, fans of the hit TV series Glee) have been showing their devotion with Glee-inspired manicures.

Now nail color brand OPI, which has always kept customers chuckling with polish names such as "My Chihuahua Bites" and "Manicurist of Seville," is getting into the game. Its Sephora by OPI collection is taking a note from Glee with a nail polish collection that pays tribute to the award-winning series.

The new line will bear the hallmarks of OPI's usual cleverness, with inside-joke names like Miss Bossy Pants, a rich raspberry, Slushied, an opaque blue, and Sue vs. Shue, a navy blue. The colors will be available individually as well as in 6-color minisets this spring in Sephora stores.Continue reading...

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brand extensions

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.

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