I enjoyed Brent’s "I’m with the Brand" post last week, in which he detailed being turned off by overzealous fandom of some popular, or perhaps trendy, brands. I can identify (although I have no qualms about being, or admitting that I am, an "Apple Core"). This week, I read about a situation that illustrates the contrapositive of what… Continue Reading
Tag Archives: Brand Extensions
And, Here’s . . . Jimmy’s Johnnys
Posted in Advertising, Branding, Dilution, Famous Marks, Food, Marketing, Television, Trademarks, TTABOne good thing leads to another, or perhaps, vice versa (then again, maybe not): Odds are, you probably are familiar with the logo on the left, but maybe not the history behind the brand and company it represents. Apparently, a guy named Jimmy John Liataud founded Jimmy John’s Gourmet Sandwiches in Charleston, Illinois, in 1983, and since then, has grown… Continue Reading
Waking Up to Brand Extensions & Due Diligence
Posted in Branding, Food, Goodwill, Infringement, Marketing, Product Packaging, TrademarksIt appears that energy drink brands have found another way to expand or extend their reach while still getting their active ingredients into the bloodstreams of consumers. This past weekend I encountered the Amp brand, not only in the refrigerated cases of convenience stores, but also at the grocery store check-out register, side by side with other traditional chewing gum brands. Some other blogs have… Continue Reading
G Doesn’t Grasp Successful Marketing
Posted in AlphaWatch, Branding, Food, Guest Bloggers, Marketing, Product Packaging, TrademarksIn November, I wrote about how Gatorade’s 2009 re-branding as G has been a complete failure. G was an ill-conceived approach to slowing sales in 2007 and 2008. It damaged brand equity, confused consumers and didn’t reverse the trend of falling unit sales. In the final paragraph of my last blog, I noted that PepsiCo… Continue Reading








