Field Notes Inside an Integrated Communications Agency

Precious Moments caskets and urns? That’s just creepy. Who would want those big-headed, doe-eyed children following them into the afterlife? And based on a survey conducted by TippingSprung, a branding company based in New York, it was agreed; this brand extension was DOA.

TippingSprung surveyed 785 marketing executives to get their thoughts on the best and worst brand extensions of last year. Some of the best? Newman’s Own Wines, Curves cereal, PetSmart’s Pet Hotel and Food Network’s kitchenware. And the worst? Danny Devito Limoncello. Disney’s Party Fizz (a bubbly, non-alcoholic party drink) and the Humane Society’s Dog Lovers Wine Club. And coming in dead last, Funeral by Precious Moments. (Sorry for all the puns, it’s just too easy).

The strategy for a great brand extension marries the brand equity with a new marketing opportunity. That may seem intuitive, but many brands get greedy when they see a growing trend. They try to force a connection hoping for a piece of the revenue pie. It is an agency’s responsibility to help their clients avoid the pitfalls and find the right brand extensions. The ones that enhance brands, and excite their customers. And ultimately result in an increased bottom line.

Sometimes it isn’t so obvious at the inception. Who would have thought that Bic, which originally sold ballpoint pens, would easily enter the disposable lighter and razor categories? But “quality disposable household items” fit the brand equity they had created with their original product.

The successful brand extensions will make you say, "Oh yeah, that makes perfect sense. They were made for each other."

Of course, I have to pitch a couple of my ideas:

1. American Airlines Luggage: The suitcases and bags have tracking devices sewn into them. Even if they lose your luggage, you can rest easy knowing now they can find it. 
2. Taco Bell should offer an after meal Gas-X strip. (I see a partnership around the corner!)
3. Britney Spears Crotch-less Panties. (too far?) 
4. And finally: I would love to own a limited edition Vera Wang Lexus (I know, I know – but wouldn’t it be lovely?)

Earlier this week, I published a commentary  piece in The News & Observer that attempted to capture the commoditization of the political process in the term ‘branditics.' 

In a nutshell, branditics is the fusion of branding and politics that often results in over-simplified messages, bigger-than-life promises and, if the current administration is any indication, a brutal hangover the next morning. 

You may be able sell politicians as brands, but at some point successful candidates have to lead by negotiation and consensus - and that's where being boxed into a brand can cause trouble. 

What does New Hampshire add to this picture?  Well, an oldie but goodie has roared back onto the branditics stage - John McCain driving his Straight Talk Express. 

But the big news is that the fierce back-and-forth of the primary so far is working against branditics.  Obama, Clinton and Edwards will hold each others' poor, sore feet to the fire - making sure there's substance to back up the style.  Ditto the Republicans, who will probably be playing a tough game of catch-up all the way up to election day.