Several days ago I remarked in a blog post entitled “Brand vs Bland” how I thought UPS had fashioned a great brand based upon the concept of “logistics”, and how they now “own” that term. Thinking a little further about their turn-around from “What can Brown do for You?”, it occurred to me that if [...]

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Way back in the late 1970’s, Al Ries and Jack Trout introduced the concept of “positioning”. And one of the precepts they espoused was to stay away from product line extensions because they tend to dilute the mother brand, and often cannibalize it. But people keep introducing brand extensions, some successful, some not. The latest [...]

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