I came across a picture of brands trading places, by artist Jeff Goran, as in one brand assuming the role of the other, in a category (read: product type) that’s out of their league. Translated into: a pack of Marlboro Cigarettes disguised as a can of Campbell’s Soup. And vice versa, Campbell’s is now in a pack of cigs.
So what happens when such exchange takes place. Would the brand still resonate and communicate the same message? Brand extensions is not uncharted territory, it’s been executed by many products. Not always successful though. This is when a brand is built on one category and then spreads into different ones.
A good example would be Unilever’s “Dove” brand. It started life as a simple bar of soap and has expanded into a comprehensive line of personal body care and hair products, including niche products like body lotions and shampoos for men.
But let’s get back to Marlboro and Campbell’s Soup playing cross dressing. Such experiment probably wouldn’t do much to each brand, as they both are in utterly different non-competing product categories. Their brand messages and the meanings to consumers are clear and compelling, as leaders in their respective categories. This is where the similarity comes in, aside from the obvious color choice of red and white.
And for the brand extension story? The following are some of the many products (all closely related to personal body and hair care though) that are relevant and attest to brand Dove’s strength. And any brand extension to be successful must ensure that the extended/new product is successful. If not, it could bring more damage than benefit to the brand.
It is however, very easy for companies to get caught up with this idea. Sounds very sexy and enticing. Trouble is, it doesn’t translate well across all brands, and if done incorrectly could hurt or adversely affect the brand of the original product. Such is the case afflicting Richard Branson‘s VIRGIN brand. Two names that often borrow the spot light… or would “steal” be a more appropriate term? Branson had over extended the application of his Virgin brand, often going into unrelated products. From Virgin Record Label (that’s what started it all) to Virgin Airline, Virgin Cola, Virgin Energy Drink, all the way to Virgin Poker online gaming.
We all know Virgin Records was a smash hit, as was Virgin Airlines (on three different continents!), but Virgin Cola? Turned out less fizzy and pulled off the shelves before it could make a dent in the soft drink market, although it was the preferred Cola from blind tests.
IDEAS INSPIRING INNOVATION 
