I’m not a branding expert and these branding mistakes may ruffle a few feathers but I believe a brand should stand for something and not just be a well known name.
It should own a position in the mind of the customers which follows the thinking of Al Ries and Jack Trout.
A brand like Rolls-Royce means something very clearly – prestige and luxury – and it should be protected rather than abused.
Too often brand names are used for product line extensions and obscure the original message of the brand. While the products featured may be a success on their own (partly because of borrowing the brand strength), I believe they will damage the brand message.
I love Italy, I’m fascinated by cars so it’s no surprise that I feel a huge attraction towards Maserati but the new Maserati Kubang looks like a branding mistake to me. Fiat have done a great job in reviving the Maserati brand after the dark days in the eighties. I fear the Kubang is a […]
The Aston Martin Cygnet is a small, luxurious car based on the Toyota IQ which will cost £30,000 to £40,000 new. Aston have taken the IQ and given it a new grill, door handles, leather interior and the prestigious Aston Martin badge (and probably a few other little extras). I have mixed feelings about this.
Stella Artois Cidre is available in the UK. The famous Belgian lager/beer brand have started selling cider or as they call it cidre in the UK in the Spring of 2011. As I’m partial to a drink of cider, I thought I’d give it a try and it’s not too bad. But there is a […]