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brand extensions

Cabela's Videogame Brand Extension Goes Virtual

Posted by Abe Sauer on December 5, 2011 12:30 PM

One of the more sensical and impressive brand extensions of the last year has been video game maker Activision's release of outdoor adventure titles under the marquee of American hunting and fishing outfitter Cabela's. The outdoor gear retailer turned out to be such a natural for a videogame brand extension that the pair followed up their Cabela's Dangerous Hunts 2011 video game with more titles for 2012.Continue reading...

brand extensions

American Apparel Puckers Up

Posted by Mark J. Miller on November 21, 2011 10:05 AM

American Apparel apparently isn’t happy enough to just stick with clothing. The manufacturer, wholesaler, and retailer of its own clothing lines has vastly expanded beyond cotton t-shirts. Expanding its make-up line, AA recently introduced nail polish and has now followed it up with its own collection of lip gloss.

With its acting president just quitting, the 22-year-old company is doing what it can these days to boost sales. It reported earlier this month a $7.2 million loss in the third quarter that ended Sept. 30, according to the Los Angeles Times. While that’s not good news, at least it wasn’t the $9.5 million lost in the same quarter in 2010.

Hoping to prove that when the going gets tough women pump up the lip color, AA's lip gloss will come in nine recession-busting colors, Apparel News reports, including the red-hued “Legalize LA” and pink-toned “Pantytime.”

“These are colors for everyone,” said Marsha Brady, the creatively-named creative director for American Apparel, according to Apparel News. “Over the last few months of color trials, employees were eager to see them and try them on, so we got to see how they performed on many different complexions. We’re really happy with how pretty and natural they look on everyone.”

The brand's controversy-seeking CEO and founder Dov Charney is, as you might imagine, pumped about the new line of lip gloss.Continue reading...

brand extensions

Connected Couture: AT&T Eyes Wearable, Digital Clothing

Posted by Sheila Shayon on November 9, 2011 01:03 PM

AT&T is going into digital duds as its "Emerging Devices Unit" prepares to manufacture "clothes that track the wearer’s heart rate, body temperature and other vital signs and upload the results to a web portal."

Sensor-based, a.k.a. bio-clothing that monitors overall health, tracking daily activity and sending data to the cloud is one latest focus for Glenn Lurie, President of AT&T’s Emerging Devices Unit. "People want this kind of feedback about their health. Automatically pushing information to a vertically integrated site makes things easier,” he said

The enabled clothing "could resemble the E39 shirts Zephyr designed with Under Armour for athletes participating in the NFL Scouting Combine earlier this year,” with AT&T providing the connectivity for the push to smartphones and the web.Continue reading...

brand extensions

Jamba Juice Expands Brand With Google, Bare Fruit Deals

Posted by Mark J. Miller on October 20, 2011 03:31 PM

You like fruit juice? You like chips? You are in luck. Jamba Inc. and Bare Fruit LLC, which sources its apples from the Pacific Northwest, are joining forces for a new line of Jamba-branded dried-fruit chips, according to the Associated Press. The licensing deal will result in "all natural" chip flavors that will include mango, Fuji apple, and Granny Smith apple, which should be in stores by the new year. The company, which has 746 Jamba Juice stores in the U.S. and six outside, “has been trying to grow by licensing its brand for consumer products,” AP notes.

"Our focus continues to be on developing differentiated Jamba-branded products that make it convenient and easy for health-conscious consumers to lead healthier and more active lives,” stated Julie Washington, senior vice president and general manager, Consumer Products, Jamba Juice Company. “This latest offering, created with Bare Fruit, leverages our collective expertise in fruit to create a line of wholesome snacks that are lower in calories, higher in fiber and naturally sweet.”

Jamba Juice was also just named as one of the latest round of retail partners for the Google Wallet "tap and pay" platform.Continue reading...

brand extensions

One, Two, Three, Merch: Kids, You're In the Army Now

Posted by Abe Sauer on October 4, 2011 03:01 PM

The behind-the-scenes world of trademarking the US military was thrust into the public sphere earlier this year when it was revealed that Disney had filed to trademark "Seal Team Six" just hours after it was announced the elite group had killed Osama Bin Laden. Soon after the fiasco, we found various armed forces extensions moving quickly to trademark their respective intellectual property.

One US armed forces unit that has long understood the value of its brand is the Army. While most Americans are probably familiar with the Army's branding with regard to recruitment and retention efforts, from "Be All You Can Be" to "Army Strong," they are probably less familiar with brand extensions like the Army's new line of toys.Continue reading...

brand extensions

Google Launches First Branded Store in London

Posted by Mark J. Miller on October 3, 2011 04:55 PM

When Google realized that most folks like to actually check out a laptop computer in person before laying down their hard-earned cash for it, the California-based company started thinking about opening its own retail outlets.

Well, the wait is over and the company has opened its first store (called, appropriately the Chrome Zone), but it is quite a few miles from the store’s Bay Area headquarters. It is, instead, a “store within a store” in central London — a pop-up boutique, if you will — according to the London Evening Standard.

The 285 sq. ft. pop-up store within the Currys and PC World superstore on Tottenham Court Road  “only sells Google’s (Samsung) Chromebook laptop and a few accessories such as headphones” and “will run for three months up to Christmas,” the Standard notes.

A second Chrome Zone location will open this week (Oct. 6th) at a PC World superstore in Essex. “We’ve put a lot of effort into making it feel welcoming, homely and, dare I say it, Googley,” said a company spokesperson in a statement. "It is our first foray into physical retail,” said Arvind Desikan, head of consumer marketing at Google UK. “This is a new channel for us and it's still very, very early days. It's something Google is going to play with and see where it leads."

The San Francisco Chronicle compares these retail efforts to those being put forth by Microsoft, which currently has about a dozen stores and plans to have about 75 across the globe by 2014.

[Image via]

brand extensions

NASCAR's Latest Brand Extension: Car Washes

Posted by Mark J. Miller on September 26, 2011 04:00 PM

When you’re driving at about 188 miles per hour, you probably aren’t thinking about how clean or dirty your vehicle is. You’re likely a little more focused on other things, like not dying.

Still, the folks at NASCAR are banking on the everyday folks who might only get up to 70 or 80 mph out on the highway at least considering the idea every once in a while.

Last week, in the lead-up to a Sprint Cup race hosted at the Chicagoland Speedway on Sept. 18, NASCAR-branded car washes opened in a few area towns, according to the Chicago Tribune. Two more will join them in the area next year.Continue reading...

brand extensions

Condé Nast is College-Bound

Posted by Sheila Shayon on September 19, 2011 01:02 PM

In tandem with London Fashion Week, and taking a bold leap from publishing empire to professorial pundits, Condé Nast has announced a College of Fashion & Design, set to open in London in September 2012.

Targeting an enrollment of 300 students, the curriculum will include a one-year British Vogue fashion foundation course, postgraduate courses in Interior Design, Luxury Brand Marketing and Print and Digital Journalism, and intensive 10-week fashion courses. House & Garden is introducing decoration courses, and there will be other MA-level options. 

"Condé Nast is perfectly placed to enter the world of education. We look forward to becoming the go-to academy for students from Britain and further afield," Condé Nast's UK managing director, Nicholas Coleridge commented. "The reputation and authority of our brands puts us in a strong position to teach and inspire the fashion and decorating talent of the future."Continue reading...

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