Brand Failures
Brand Failures Brand Failures
32 Capital Radio restaurants In November 1996, London station Capital Radio acquired the My Kinda Town themed restaurant company. Rather than keep the My Kinda Town name, the company decided to set up a Capital Radio themed restaurant. As with Planet Hollywood and the Fashion Café, these restaurants were never able to generate enough return custom. Although Capital Radio could boast millions of listeners, very few could see a logical connection between the station and food – because, of course, there wasn’t one.
33 Smith and Wesson mountain bikes In the United States, gun manufacturer Smith and Wesson is a well-known brand. When it decided to capitalize on this wide recognition by launching a range of Smith and Wesson mountain bikes, the company clearly failed to grasp the golden rule of brand extensions. Namely, that the extension must link with the core brand. There needs to be some kind of correlation between the original product (in this case guns) and the extension. Guns and bikes may both be made out of metal, but other than that it is hard to perceive a connection.
- Page 66 and 67: 58 Brand failures been officially r
- Page 68 and 69: 60 Brand failures ‘There are risk
- Page 70 and 71: 62 Brand failures 13 Oranjolt The d
- Page 72 and 73: 64 Brand failures 14 La Femme Where
- Page 74 and 75: 66 Brand failures patronizing. This
- Page 76 and 77: 16 Clairol’s ‘Touch of Yoghurt
- Page 78 and 79: 18 Maxwell House ready-to-drink cof
- Page 80 and 81: 20 Thirsty Cat! and Thirsty Dog! Bo
- Page 83 and 84: Barron’s Dictionary of Business T
- Page 85 and 86: Extension failures 77 21 Harley Dav
- Page 87 and 88: Extension failures 79 making up the
- Page 89 and 90: Extension failures 81 Keep it tigh
- Page 91 and 92: 23 Crest Stretching a brand to its
- Page 93 and 94: Extension failures 85 ‘No toothpa
- Page 95 and 96: Extension failures 87 24 Heinz All
- Page 97 and 98: Extension failures 89 Lessons from
- Page 99 and 100: Extension failures 91 the no-nonsen
- Page 101 and 102: Extension failures 93 Have a core
- Page 103 and 104: Extension failures 95 In the mid-19
- Page 105 and 106: Extension failures 97 every brand -
- Page 107 and 108: Extension failures 99 sales rose to
- Page 109 and 110: Extension failures 101 However, amo
- Page 111 and 112: Extension failures 103 29 Chiquita
- Page 113 and 114: Extension failures 105 A brand is
- Page 115: 31 Ben-Gay Aspirin Ben-Gay is anoth
- Page 119 and 120: 35 Lynx barbershop Lever Fabergé,
- Page 121 and 122: 37 LifeSavers Soda Invented in 1912
- Page 123: 39 Frito-Lay Lemonade Frito-Lay is
- Page 127 and 128: It can be expected that brands will
- Page 129 and 130: PR failures 121 40 Exxon Don’t sa
- Page 131 and 132: PR failures 123 including the clean
- Page 133 and 134: PR failures 125 environmentalists,
- Page 135 and 136: PR failures 127 the public. [. . .]
- Page 137 and 138: PR failures 129 42 Perrier’s benz
- Page 139 and 140: PR failures 131 common purpose thro
- Page 141 and 142: PR failures 133 Lesson from Pan Am
- Page 143 and 144: PR failures 135 In addition, Snow B
- Page 145 and 146: PR failures 137 45 Rely tampons Pro
- Page 147 and 148: PR failures 139 Lessons from Rely
- Page 149 and 150: PR failures 141 As Gerber saw it, a
- Page 151 and 152: PR failures 143 regarding youth mar
- Page 153 and 154: PR failures 145 buying about 40 per
- Page 155 and 156: PR failures 147 Be sensitive. By s
- Page 157: PR failures 149 Remember that comp
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- Page 164 and 165: 156 Brand failures of the Bombay St
32 Capital Radio<br />
restaurants<br />
In November 1996, London station Capital Radio acquired the My Kinda<br />
Town themed restaurant company. Rather than keep the My Kinda Town<br />
name, the company decided to set up a Capital Radio themed restaurant. As<br />
with Planet Hollywood and the Fashion Café, these restaurants were never<br />
able to generate enough return custom. Although Capital Radio could boast<br />
millions of listeners, very few could see a logical connection between the<br />
station and food – because, of course, there wasn’t one.