brand extensions

Starbucks Smells a Winner in Single-Serve Market

Posted by Dale Buss on February 21, 2011 05:00 PM

As Starbucks continues to recover and reinvent itself, CEO Howard Schultz keeps looking around for new areas to spread his powerful brand. Via instant coffee was one result of Starbucks’ reinvention.

The next domain for Starbucks might be single-serve coffee.

It's an area the brand is exploring with with a new deal to provide single-serve coffee to a half-million luxury and premium hotel rooms. Consider that the scent of things to come. 

Green Mountain essentially staged the single-serve revolution with its patented K-cup coffee pods for its Keurig makers and has cornered about 80% of the segment, but Schultz isn't phased.

And even though Starbucks already puts its brand on single-serve pods for Braun machines, he sniffs a much bigger opportunity.Continue reading...

brand extensions

E!'s Live From The Red Carpet Soon Live From The Shelf

Posted by Abe Sauer on February 18, 2011 04:30 PM

One wonders what the host of E! Network's show Fashion Police has to say about the announcement that the name of another E! show, Live From the Red Carpet, will be licensed to a line of merchandise.Continue reading...

brand extensions

McWeddings a Hit at McDonald's Hong Kong

Posted by Shirley Brady on February 15, 2011 12:00 PM

Love McDonald's so much you want to marry it? Or, next best thing — get married there? That's now possible thanks to the brand's marketers in Hong Kong, where locals have been known to line up all day (having lived there, I've witnessed this!) to score the latest Snoopy toy or other collectible.

Cue McWeddings. While McDonald's weddings aren't unheard of in the US, they never occur on the premises. McDonald's in Hong Kong is going one better, offering an in-restaurant wedding package for which they'll host a wedding ceremony and party.

Yes, at least in Hong Kong, you may now McKiss the bride.Continue reading...

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,, which has about six million visitors. 

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

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