When Brands Go Too Far
Every company has a brand, whether they like it or not. Most successful companies put strategy and purpose into their brands. Other companies just get lucky. Most companies, however, leave their brands to chance. And, once your customer decides what your brand stands for, it takes a great deal of time and money to change that perception.
Simply put, a brand is a promise that a company makes to its customers, and customers hold these companies accountable for these promises.
- Volvo = Safety
- McDonald's = Fast and consistent food
- eBay = the world's number one online auction site
Shame on You, Brand Manager!
But what happens when a company breaks their brand promise? Or, even worse, when they extend their brands into areas that are completely outside of their perceived areas of expertise? Porsche broke their brand promise when they went to market with the Cayenne SUV. Since when do people equate Porsche with anything different than fast, stylish sports cars? Does an SUV fit within that perception? Absolutely not. And, consumers were very slow to adapt to the idea of a sports car company manufacturing an SUV. Can you imagine a Ferrari SUV? How well do you think those would sell? They wouldn't. Ferrari does not equal SUV. Plain and simple.
But, despite the repeated failures that companies have experienced by extending their brands into less-than-relevant areas, lessons are not being learned.
Recent Brand Blunders
A recent blog post on "Brain Based Biz" expands on this ongoing brand mismanagement trend, including links to some very interesting articles that are well worth reading. And, if you're a fan of The Colbert Report, there's a linked video that, even at seven minutes long, is well worth watching. If nothing else, it's good for a few laughs.
Stay True to Your Brand. Keep Your Promise.
Many businesses find great success in extending their brands. But, it's only successful if it makes sense. Apple successfully extended their computer-focused brand to offer the iPod. The iPod was a natural extension to the iPhone. Soft drink manufacturers have successfully extended their brands into the water and energy drink categories. They are not breaking their promises, just making their brand promise stand for more without confusing consumers.
Now, if you'll excuse me, I have a call to return. Kleenex called. They need help with branding their new line of sandpaper.
—Greg
