Brand Failures
Brand Failures Brand Failures
38 Pond’s toothpaste Pond’s, the popular brand of face cream, didn’t prove to be quite so popular when it applied its name to toothpaste. In a blind test environment, people were not able to differentiate Pond’s toothpaste from that of Colgate. However, when the Pond’s name and imagery were attached to the toothpaste, no-one was interested. Although Pond’s had successfully extended its brand before (into soap products, for instance), these extensions had all been linked by a similar fragrance. ‘The main attribute of a toothpaste is taste, this mismatch between taste and fragrance created a dissonance in the minds of consumers,’ says Dr M J Xavier, professor of marketing at the Indian Institute of Marketing. ‘To most people Ponds was something to do with fragrance and freshness and used for external application only.’
39 Frito-Lay Lemonade Frito-Lay is the leading brand of salty snacks in the United States. And what do people want to accompany a salty snack A soft, thirst-quenching drink. So what could be a better idea than Frito-Lay Lemonade Although it may have been seen like a logical brand extension Frito-Lay Lemonade bombed. After all, Frito-Lay was a brand which made people thirsty, and therefore is the exact opposite of lemonade. From the consumer’s perspective the fruity, sweet drink had little connection to other Frito-lay products. In the old days, brands knew their place. Harley Davidson stuck to motorcycles, Coca-Cola stuck to soft drinks, and Colgate stuck to cleaning our teeth. Now, of course, everything is all mixed up. If modern life wasn’t already confusing enough, brands are trying to complicate matters further by creating multiple identities. Sometimes this works. For instance, the Caterpillar clothing range has proved a phenomenal success. Usually, however, brands struggle when they move into unrelated categories. Brand schizophrenia not only aggregates and bewilders consumers, it also devalues the core brand.
- Page 72 and 73: 64 Brand failures 14 La Femme Where
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- 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
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- Page 87 and 88: Extension failures 79 making up the
- Page 89 and 90: Extension failures 81 Keep it tigh
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- 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 and 118: 33 Smith and Wesson mountain bikes
- Page 119 and 120: 35 Lynx barbershop Lever Fabergé,
- Page 121: 37 LifeSavers Soda Invented in 1912
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- 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
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39 Frito-Lay Lemonade<br />
Frito-Lay is the leading brand of salty snacks in the United States. And what<br />
do people want to accompany a salty snack A soft, thirst-quenching drink.<br />
So what could be a better idea than Frito-Lay Lemonade Although it may<br />
have been seen like a logical brand extension Frito-Lay Lemonade bombed.<br />
After all, Frito-Lay was a brand which made people thirsty, and therefore is<br />
the exact opposite of lemonade. From the consumer’s perspective the fruity,<br />
sweet drink had little connection to other Frito-lay products.<br />
In the old days, brands knew their place. Harley Davidson stuck to motorcycles,<br />
Coca-Cola stuck to soft drinks, and Colgate stuck to cleaning our<br />
teeth. Now, of course, everything is all mixed up. If modern life wasn’t already<br />
confusing enough, brands are trying to complicate matters further by<br />
creating multiple identities. Sometimes this works. For instance, the Caterpillar<br />
clothing range has proved a phenomenal success. Usually, however,<br />
brands struggle when they move into unrelated categories. <strong>Brand</strong> schizophrenia<br />
not only aggregates and bewilders consumers, it also devalues the<br />
core brand.
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