KEEP IT SIMPLE, STUPID: DRAWING THE LINE WHEN IT COMES TO LINE EXTENSIONS
Monday, January 7th, 2008In 2007, we thought we’d seen it all. Skyrocketing oil prices, toys with lead-based paint, the Western wildfires, senators in bathroom stalls, and of course Sanjaya. And just when you thought things couldn’t get any worse, there they were: Precious Moments coffins.
According to the TippingSprung Brand Extension Survey, deeming the best and worst brand extensions for the second year in a row, the heart-warming keepsake-maker was one of the numerous brands that just œdidn’t know where to draw the line”when it came to line extensions.
In a poll of 785 Brandweek readers, the coffin was voted the most inappropriate extension followed closely by the Humane Society Dog Lovers Wine Club, and Girls Gone Wild apparel.
Since the œNew Coke debacle of the 80s, marketers have become more cautious with product extensions. But brand extensions? As time marches on, it seems all sense has gone out the door. Usually new developments are used to increase add-on sales to an already powerful portfolio. But too often, these new endeavors result in a straying from the core values of the brand, along with the associations consumers have tied to it.
It’s been proven”one mistake and a company can dilute or even severely damage the brand they have spent years building. When you raise eyebrows, you raise doubts.
Brands that did it right, however, proved that you can capitalize on the core values that make you strong, but still can differentiate in a positive way. PetSmart PetsHotel was voted best brand extension overall; Curves Cereal finished a strong first in the food extension category; and The Food Network was tops with its kitchenware line. Innovative, successful”these brands know how to play their hand.
And as America’s preoccupation with celebrities continues to climb, it seems that a classic will still win over the audience. Newman’s Own released a new wine line that was to the liking of 75% of the respondents. On the other hand, The Jeff Gordon Collection of Fine Wines bombed, with an over 90% disapproval rate. I’m not going to touch that one.
It seems that certain companies may need a call back to the basics; a reminder to “Keep It Simple, Stupid.” When designing a brand hierarchy, think commonality. Think relevance. And above all, think simplicity. And if none of that helps, think about what your brand would look like in a Precious Moments coffin.