Brand Failures
Brand Failures Brand Failures
34 Cosmopolitan yoghurt Yes, that’s right. Cosmopolitan – the world’s biggest selling women’s magazine – launched its own brand of yoghurt. However, although this extension failed (the yoghurts were off the shelves within 18 months), Cosmopolitan has had success with other crossovers. For instance, Cosmopolitan is now the UK’s second-biggest bed linen brand. The connection in this instance is obvious. Namely, sex. There are also plans for Cosmopolitan cafés, which may also fit within Cosmopolitan’s ‘sex and the city’ identity. ‘I’m not surprised Cosmo yoghurts failed,’ says Jane Wentworth, a senior consultant with the brand consultancy Wolff Olins. ‘Any brand extension has to be credible for the mother brand. Companies use brand extensions to reach new audiences and to make the most of their promotional spend – but the important thing is not to tarnish the original brand.’
35 Lynx barbershop Lever Fabergé, the Unilever division that owns the Lynx brand of male deodorant, opened its first Lynx hairdressing salon in 2000. ‘Time and time again, when you ask young chaps in research about Lynx it is the personality of the brand rather than the fact that it is a deodorant that comes out,’ said Lynx barbershop project leader, justifying the extension. Promoted as ‘bloke heaven’ the salons were a post-modern cross between an old-fashioned barber shop and a video games arcade (arcade games and MTV screens were installed to prevent boredom setting in while customers had their hair cut). The salons also carried a full range of Lynx products and branded merchandise. After 14 months, the salons were closed. ‘Brand extensions are not simply a sideline for us – we set aggressive targets for all our initiatives,’ a Unilever spokesman told the Guardian newspaper. ‘The barbershops generated a lot of publicity, but failed to meet the targets.’
- 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 and 116: 31 Ben-Gay Aspirin Ben-Gay is anoth
- Page 117: 33 Smith and Wesson mountain bikes
- 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
- Page 161: Brands operate on a global scale. B
- Page 164 and 165: 156 Brand failures of the Bombay St
- Page 166 and 167: 158 Brand failures Coca-Cola. The
35 Lynx barbershop<br />
Lever Fabergé, the Unilever division that owns the Lynx brand of male<br />
deodorant, opened its first Lynx hairdressing salon in 2000. ‘Time and time<br />
again, when you ask young chaps in research about Lynx it is the personality<br />
of the brand rather than the fact that it is a deodorant that comes out,’ said<br />
Lynx barbershop project leader, justifying the extension. Promoted as ‘bloke<br />
heaven’ the salons were a post-modern cross between an old-fashioned<br />
barber shop and a video games arcade (arcade games and MTV screens were<br />
installed to prevent boredom setting in while customers had their hair cut).<br />
The salons also carried a full range of Lynx products and branded merchandise.<br />
After 14 months, the salons were closed.<br />
‘<strong>Brand</strong> extensions are not simply a sideline for us – we set aggressive targets<br />
for all our initiatives,’ a Unilever spokesman told the Guardian newspaper.<br />
‘The barbershops generated a lot of publicity, but failed to meet the targets.’
Change language