Posted by Christopher Stevenson
Some brand extensions get to be a bit ridiculous. I've never been a fan of the Chicken Soup for the Soul series of books, in part because it seemed they always seemed to be pushing the touchy, feel-good brand a little beyond its healthy scope. What started with a popular series of books expanded to include calendars and greeting cards (those are okay), flowers and gifts (alright), clothing (stretching a little), bibles (beginning to lose me), and puzzle books (I'm gone).
And there's this:
How exactly does pet food fit into the Chicken Soup brand? Brandextension.org notes 10 principles for a successful brand extension. Among those principles are: brand extensions must have leverage in the new category; brands should not be stretched to too many diverse categories, risking dilution in the long run; and brand extensions that do not create a positive synergy for the parent brand should not be pursued. Chicken Soup is in direct violation of each of these principles.
Every branding consultant will tell you your brand isn't your logo. It's not your branch or storefront. It's not your product. Your brand lives in the mind of the consumer. It's not just your story, but how the consumer interprets your story that matters. Brand extensions like Chicken Soup for the Kitten Lover's Soul cat food only serve to interject static into the story telling and interpretation.
The question is, how careful are you about your brand extensions? Do those travel services really communicate your brand? How about the reward program? Weigh these extensions carefully or you risk introducing static.
To close, here's my favorite iffy financial service brand extension: the ING Direct-branded mountain bike. For only $450, you too can advertise for ING Direct.
