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Tiffany - Extending the Brand Magic to New Categories?
by: Idris MooteeWe did a little shopping this weekend my wife and I stumbled upon a few good finds including a pair of Burberry snow boots and a pair of elegantly designed Tiffany sunglasses (with...
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An Extension Too Far?
by: Jonathan Salem BaskinOne epistle in the branding canon concerns the extension of brand names to products and activities that may not be so obviously connected to the origins of said notoriety.And...
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Strip Mining Cartoons
Disney's announced acquisition of Marvel Comics delivers 5,000 cartoon characters that can provide fodder for movies, books, games, plush toys, and amusement park rides. I'm not sure what this says...
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A Brand Too Far?
Mr. Clean is a car wash in Texas. Gerber sells baby life insurance. Caterpillar makes flashlights. I think the brand extension business is just a little crazy.I get why it should work, and I certainly...
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Brand Extension Insights from Bieber and Trump
What do Justin Bieber and Donald Trump have in common? Besides mops of hair! Both guys (we can’t really call 17 year-old Bieber a man yet) are driving major brand extensions – they’re own.The Donald’s...
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The Secret Behind the James Bond Brand
With last week’s premier of the latest James Bond film, Skyfall, I’m reminded of the brand extension lessons that can be derived from the successful Bond movie franchise. I’ve found couple...
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How Should We Evolve or Extend Our Brand
You’ve got brand-building questions; I’ve got answers!Today I’m introducing a new short series of videos to address the questions I frequently hear about brand-building. My answers are taken from my...
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