Tuesday, December 12, 2006

Brand extensions -- the best and worst

Brandweek put together a rating of brand extensions. Some of them are great ideas, like the American Red Cross emergency radio (featuring a hand crank, a cell phone charger and a siren). As a panelist said, it links a solid brand name with an appropriate product. "It seems logical and magical," he said. "Unlike bad extensions, it's just one that sounds like 'Why didn't they do that sooner?'"

But the real fun is with some of the really bad ideas. What were these people thinking?:
  • Cheetos-flavored lip balm
  • Salvadore Dali deodorant
  • Diesel Jeans wine
  • Chicken Soup for the Soul pet food
  • Lamborghini notebook computer
Those were the top (or bottom) five bad ideas, but some of the others really deserve mention:
  • Willie Nelson Biodiesel Fuel
  • Lance Armstrong's LiveStrong mutual funds
And I don't see why my favorite didn't win a prize: Play-Doh perfume.


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