Fifty-Seven Brand Haikus

October 20, 2007

Written By

Joseph Benson

Benson Brand Strategy

Framingham, MA 01702

508-628-0188 (o)

617-513-0290 (c)

508-302-0767 (f)

[email protected]

www.bensonbrandstrategy.com

www.linkedin.com/in/josephbensonbrandstrategy

2 Property of Joseph Benson of Benson Brand Strategy

mailto:[email protected]

http://www.bensonbrandstrategy.com/

http://www.linkedin.com/in/josephbensonbrandstrategy

About the Book’s Title

Fifty-Seven Brand Haikus was initially named The Brand Minute: 60 Seconds/60 Words.

However, when early drafts of the manuscript were distributed for feedback, Joe Pine, an excellent writer and brand strategist, proposed the name ‘Brand Haiku’.

That resonated with me because the associations for the word ‘Haiku’ are brevity and thoughtfulness; and these associations are the guiding principles for the content of this book.

Understanding that these are not formal Haikus, I hope the reader will accept my use of the word in the context of this book.


Dedicated to My Brother Roger


Copyright

Fifty-Seven Brand Haikus

TXu 1-962-734

May 29, 2015

Copyright Owner: Joseph Benson


Praise for Fifty-Seven Brand Haikus

“It is as if you have taken your decades of experience as a brand strategist, and your work with a host of organizations across multiple sectors, and distilled your understandings again and again to arrive at these potent, memorable and actionable insights. They are incredibly succinct – they read like telegrams! – yet convey so much wisdom about the power and value of brands; how to build and sustain them; and how customers think, behave and choose.”

Sam O’Neill

Special Assistant to the President

Emmanuel College

Boston, MA


Praise for Fifty-Seven Brand Haikus (cont.)

“Very clever. Loaded with free thinking and reminders for even the savviest brand leaders. And timeless—even as the world of marketing changes all around us, the concept and value of a brand remains.”

Susan Kaufman

CMO

Daikin

Osaka, Japan



“It is a sign of great wisdom when you can capture the essence of a powerful notion so succinctly.”

Christopher Oddleifson

President and Chief Executive Officer

Rockland Trust Company

Rockland, MA



"What a wonderful format for a book on branding! It's really brand haiku. It all comes together into a Seth Godin-like book, but seems to me it's the invention of almost a new medium; 60 seconds/60 words could be the new Twitter!"

Joseph Pine

Cofounder

Strategic Horizons LLP

Aurora, OH



“I reached Haiku #4 and had to stop reading. My head was exploding with connections, purpose and personal examples of times I wish this work had been available to me.”

Douglas A. Stone

Senior Vice President of Innovation

Maddock Douglas

Elmhurst, IL



“I love the Brand Haiku and use it as a learning and teaching tool…It's one way for me to stay aware and on top of contemporary branding issues, and a great way to engage my Grad students in a short weekly discussion to prime their little grey cells.”

Professor Michael Barretti

Marketing Department

Suffolk University

Boston, MA



“It's really outstanding! Very interesting! Each has its own powerful big idea to convey in a very simple way.”

Lou Jordano

Chief Marketing Officer

Attivio

1212Auburndale, MA



“The Internet is flooded with articles and opinions about building or reviving brands, but rarely do you find ideas that are so succinctly and clearly articulated.”

Martin Zagorsek

Co-Founder

Nature Design Partners

New York, New York



“So elegant in its simplicity. Thank goodness someone gets our desire to consume snack-able content! Love this!!”

Ruth Papazian

Chief Marketing Officer & Head of Business Development

HD Vest Financial Services®

Irving, TX



“Really clever, fun to read. I will certainly pass along!!”

David Edelman

Partner: Digital Marketing Strategy Practice

McKinsey & Company

Boston, MA



“I'm a huge fan of your haikus. Very cool. A great idea. And a demonstration of how less is usually more.”

Simon Hylson-Smith

CEO and Founder

Paragon Public Relations

Hoboken, NJ



“The perfect book for the age we live in.”

Tom Craig

CEO

Shockwave International

Boston, MA



“What a great collection….They are good-lite and fun and interesting. Like a refreshing sip of wine on a warm summer’s day. I would suggest you Tweet them as they are perfect for that medium.”

Mark Casady

Chairman and Chief Executive Officer

LPL Financial Holdings, Inc.

Boston, MA


About the Author

Joseph Benson is a brand strategist with over thirty years of experience defining and expressing brand strategies for financial services, education, energy services, healthcare, high technology, entertainment, and retail clients.

Clients choose him when they are seeking to solve their most complex brand challenges such as preparing for an IPO, acquiring competitors, entering new categories, or building a brand portfolio.

The brands Joseph defines strengthen his clients’ businesses and drive their marketing and messaging strategies.


About the Author (cont.)

He is the author of a number of articles on brand strategy. They have been published internationally, in both print and on the Internet, and have been reviewed favorably by thought leaders in brand strategy, university professors, and business executives.

Joseph's educational background includes an M.F.A. in Motion Picture Production from The American Film Institute, the study of documentary filmmaking at M.I.T., and a B.S. in Broadcasting and Film from Boston University.

His dramatic, educational, and documentary films have been recognized in over a dozen festivals and been licensed to HBO.

He was nominated for an Academy Award in 1982.


Table of Contents

About the Book’s Title

Dedication

Copyright

Praise for Fifty-Seven Brand Haikus

About the Author


Table of Contents (cont.)

Brand Haiku #1: Sustainable Differentiation

Brand Haiku #2: Why Customers Choose a Brand

Brand Haiku #3: Brands Mitigate Product Development Risk

Brand Haiku #4: Brands Influence. Brands Compel.

Brand Haiku #5: Business Begets Brand. Brand Begets Customers.

Brand Haiku #6: Your Story of Origin

Brand Haiku #7: A Commodity Plus a Brand = A Premium Price

Brand Haiku #8: How Much is Your Brand Worth?

Brand Haiku #9: Brands are About Sacrifice



Brand Haiku #10: Who Needs a Brand?

Brand Haiku #11: What are Brands Best at?

Brand Haiku #12: Brand and the 3 Cs

Brand Haiku #13: Brands That Self-Heal

Brand Haiku #14: Brands and Their Personalities

Brand Haiku #15: Brands and Counting

Brand Haiku #16: Brand and Financial Portfolios

Brand Haiku #17: Smaller Brands—Smaller Data

Brand Haiku #18: Iconic Brands

Brand Haiku #19: Why Brands Fail



Brand Haiku #20: Naming Your Brand

Brand Haiku #21: Capital Campaign Brands

Brand Haiku #22: Brand Strategy

Brand Haiku #23: Brand: Mind and Marketplace

Brand Haiku #24: Financial Services Brands

Brand Haiku #25: Educational Brands

Brand Haiku #26: The Brand Promise

Brand Haiku #27: Automobile Brands

Brand Haiku #28: Luxury Brands

Brand Haiku #29: Bank Brands

Brand Haiku #30: Non-Profit Brands



Brand Haiku #31: ‘Place’ Branding

Brand Haiku #32: Brand Dilution

Brand Haiku #33: Brand Rejuvenation

Brand Haiku #34: Brands Build Trust

Brand Haiku #35: Brands and Qualitative Research

Brand Haiku #36: When a Brand Dies

Brand Haiku #37: The Narrower the Focus, the Stronger the Brand

Brand Haiku #38: Brand Loyalty

Brand Haiku #39: Imagine a World Without Brands

Brand Haiku #40: When News Brands Moved Online









Brand Haiku #41: The NFL Brand

Brand Haiku #42: Branding a Day of the Week

Brand Haiku #43: The Tagline

Brand Haiku #44: The Elevator Speech

Brand Haiku #45: Brands are Ideas

Brand Haiku #46: Building a Global Brand

Brand Haiku #47: Brand Leadership

Brand Haiku #48: Personal Brands

Brand Haiku #49: Brand Managers

Brand Haiku #50: The Brand Narrative


































Brand Haiku #51: Changing a Brand’s Name

Brand Haiku #52: The United States Postal Service Brand

Brand Haiku #53: Brands: The Mind and the Category

Brand Haiku #54: Customers Do Not Make Brands Sick

Brand Haiku #55: Museums and Brand

Brand Haiku #56: Brand Extensions—Sports

Brand Haiku #57: Brands Recycled


















Brand Haiku #1: Sustainable Differentiation

Your competitor set is a primary source for sustainable differentiation.

However, too many companies let their customers determine the brands that they compete with. Customers create competitor sets based primarily on points-of-parity, rather than on points-of-difference.

You must identify what makes you different and then design a competitor set in which that difference is strong, favorable, and unique.


Brand Haiku #2: Why Customers Choose a Brand

Consumers choose one brand over another because the customer-benefits are relevant and meaningful.

There are two types of customer-benefits. One type is intrinsic. It makes customers feel good about themselves. The second is extrinsic. It says something important about your customers to others.

You must identify the most compelling set of intrinsic and extrinsic customer-benefits.


Brand Haiku #3: Brands Mitigate Product Development Risk

In the mind of the Xerox customer, the brand is not elastic enough to stretch from office copiers to office computers.

In the mind of the Caterpillar customer, the brand is elastic enough to stretch from machinery to footwear.

You must measure the elasticity in your brand.


Brand Haiku #4: Brands Influence. Brands Compel.

Brands influence what customers think and feel—how they see themselves and their roles in the world.

Brands compel the behavior and actions of customers.

Brands that influence and compel command a premium price.

They have sustainable advantages over competing brands, creating barriers for new entrants and discouraging the development of disruptive technologies.


Brand Haiku #5: Business Begets Brand. Brand Begets Customers.

Business strategy creates an offering.

Brand strategy creates customers for that offering.

Marketing strategy creates demand for that offering.

The youngest of companies often move from business strategy directly to marketing strategy—from building the offering to entering that offering into the marketplace—only to find the customer is missing.

The customer is everything.


Brand Haiku #6: Your Story of Origin

Just about everything you say about your business can be copied by competitors. Except your Story of Origin. Why, where, and how you started your business is your story.

Create opportunities to tell this story to those who matter the most to the brand.

One more thing. Always use the same words to tell your story.


Brand Haiku #7: A Commodity Plus a Brand = A Premium Price

An orange ... is an orange ... is an orange.

Unless, of course, that orange on a tree just happens to be a Sunkist™ orange, a brand that 80% of consumers know and trust.

Invest in your commodity. And invest in your brand.


Brand Haiku #8: How Much is Your Brand Worth?

We have been repeatedly taught about the resistance of any intangible, such as a brand, being accurately quantified on a balance sheet.

I disagree. Every day, every hour, and every minute consumers and companies are purchasing brands.

Conduct qualitative research with your best customers. They will tell you how much your brand is worth.


Brand Haiku #9: Brands are About Sacrifice

There are over one million words in the English language. And every word has a unique meaning.

The strongest brands are those that choose one word and, as a result, have a unique meaning.

For example, Google has chosen ‘search’, Disney has chosen ‘family’, and MasterCard has chosen ‘priceless’.

Choose your word carefully. Sacrifice is good.


Brand Haiku #10: Who Needs a Brand?

Shareholders don’t. They invest in mutual funds that own hundreds of companies.

Employees don’t. They work for companies that will pay them the most for what they know.

But customers do. Don’t believe me? Try competing in a market without a brand.

Customers choose brands—they don’t buy companies.


Brand Haiku #11: What are Brands Best at?

Creating choice—you cannot be chosen unless you are a choice

Simplifying complex purchasing decisions

Signaling assurance and guaranteeing quality

Commanding a price-premium

Developing long-term customer loyalty

Organizing markets for customers

Communicating leadership

There is no other asset, whether tangible or intangible, that can deliver this much value.


Brand Haiku #12: Brand and the 3 Cs

Brand. Company. Competition. Customer.

Your Company: brand defines the promise your company makes to its customers.

Your Competition: brand differentiates you from your competitors in the minds of your customers.

Your Customer: brand communicates the benefits of buying your products to your customers.

Brand is your connective tissue.


Brand Haiku #13: Brands That Self-Heal

General Motors selling cars with known defects. Major League Baseball players abusing steroids. Martha Stewart guilty of conspiracy and obstruction of justice.

These brands are self-healing because they share three attributes:

– Elasticity—competing in numerous sub-categories simultaneously

– Strong Competitive Positioning—preferred choice

– Archetypal Stories of Origin—foundational and shared myths


Brand Haiku #14: Brands and Their Personalities

In the mind of the customer, a strong, favorable, and unique brand personality differentiates a brand from its competitors.

We form relationships with those individuals whose personalities we enjoy and respect. So it is with brands.

You must identify your three key brand personality traits.


Brand Haiku #15: Brands and Counting

It is said that for most of human history, we have counted as follows: one, two, three, many.

A brand should have three benefits, three personality traits, three features, three messages, and three points-of-differentiation.

Any more than three is one too many. Any more than three does not count.


Brand Haiku #16: Brand and Financial Portfolios

In order to realize the desired investment objectives, financial portfolios are built with specific ‘categories’ of products.

In order to realize the desired business objectives, brand portfolios are built with specific ‘categories’ of brands.

To be successful, both brand and financial portfolios must be flexible, resilient, and mitigate risk.


Brand Haiku #17: Smaller Brands—Smaller Data

Big data—quantitative research—is the province of big brands.

Smaller data—qualitative research—is the province of smaller brands. Conduct ten one-on-one interviews with your primary target customers. Each interview should be about fifteen minutes and recorded with the permission of the interviewee.

Smaller data equals big data.


Brand Haiku #18: Iconic Brands

People, places, and companies become brands. The most successful brands become icons. They represent culture—a way of life.

– Companies: Coca Cola. Apple. Harley Davidson.

– Entertainers: Marilyn Monroe. James Dean. Marlon Brando.

– Places: New York. Paris. Beijing.

– Leaders: Abraham Lincoln. Winston Churchill. Franklin Roosevelt.

– Athletes: Muhammad Ali. Michael Jordan. Babe Ruth.


Brand Haiku #19: Why Brands Fail

When the brand fails, the business fails—because customers buy brands not companies.

There is a recognized set of failure-factors for brands:

– Customers have more contemporary choices

– A discontinuous innovation enters the category and the market

– The functional and emotional benefits of ownership have lost their significance

When business declines—invest in the brand.


Brand Haiku #20: Naming Your Brand

It is very expensive to change the name of a brand. Customers are lost. Markets become confused. Competitors have a new advantage.

Choose a name that describes your business. Create one that clearly, crisply differentiates you from your competitors.

And you must own the .com—the top-level domain for commerce.


Brand Haiku #21: Capital Campaign Brands

Every large non-profit organization seeking to raise funds with a capital campaign must create a brand for that campaign.

The campaign brand should express the key benefits, associations, and personality traits of the organization’s brand.

The campaign brand should add new, strong, favorable, and unique characteristics to the organization’s brand.


Brand Haiku #22: Brand Strategy

A brand strategy must include the following three components:

– The primary target customer should be defined demographically, psycho-graphically, and behaviorally.

– The category in which the brand competes should include no less than two other competitors and no more than four other competitors.

– The brand must define its competitive advantage.


Brand Haiku #23: Brand: Mind and Marketplace

A brand must establish itself in the mind of the customer before it can establish its position in the marketplace.

In the customer’s mind:

– Wal*Mart—lowest-cost provider

– Target—style at a bargain

– Macy’s—the middle-class

– Neiman Marcus—the affluent

– Hermes—the 1%

And so it is in the marketplace.


Brand Haiku #24: Financial Services Brands

Financial services brands promote customer-behaviors that are not elicited from the brands in any other category.

– First, their customers give them the inventory—the capital—their businesses need to succeed.

– Second, they don’t promise their customers financial success.

And the strongest financial services brands command a premium price.


Brand Haiku #25: Educational Brands

There was a time, not long ago, when educational institutions would not utter the word brand.

That was before they raised the tuition to $60,000.

Now, the competitors for a college degree are retirement and health care.

To win in this competitor set, you need a strong, favorable, and unique brand.


Brand Haiku #26: The Brand Promise

Coke promises to quench your thirst.

Disney promises family entertainment.

Wal*Mart promises the lowest cost.

Whether yours is a business-to-business or a business-to-consumer brand, whether it is a regional brand or a global brand, it must have a promise.

And every employee must know how to keep their brand’s promise.


Brand Haiku #27: Automobile Brands

It is estimated that there are 7849 automobile brands in the world.

No other category supports so many brands.

With increasing global safety and environmental regulations, all automobile brands are forced into providing the customer with identical benefits-of-ownership.

So how do automobile brands differentiate themselves? They do it with personality traits.


Brand Haiku #28: Luxury Brands

To become a luxury brand, you need the following three attributes:

– The first is nostalgia—the brand needs to be associated with a better time and place.

– The second is the perception of scarcity and rarity.

– The third is the privileges of membership.

A brand with these attributes commands a premium price.


Brand Haiku #29: Bank Brands

Banks compete in a cluttered and regulated market.

To differentiate itself, a bank brand must have a highly defined primary target customer.

Then the bank can identify the two or three specific benefits that this customer is seeking from a bank.

Now the brand becomes a clear choice for that customer.


Brand Haiku #30: Non-Profit Brands

For-profit companies differentiate themselves in the category in which they compete. So it is for non-profit institutions.

– American Cancer Society: all cancers

– St. Judes Children’s Research Hospital: childhood cancers

– Susan G. Komen: breast cancer

– The Leukemia & Lymphoma Society: blood cancers

You must be a choice in order to be chosen.


Brand Haiku #31: ‘Place’ Branding

In the mind of the customer, ‘place’ owns strong and favorable associations.

– Au Bon Pain is just a bakery/café with a French name

– Matsui is just an electrical retailer with a Japanese name

– Frusen Glädjé is just an ice cream with a Swedish name

‘Place’ creates choice and commands a premium price.


Brand Haiku #32: Brand Dilution

Every brand can be diluted, its equity reduced, and its future placed in doubt.

Although the NFL has many, many thousands of hours of brand-building video, it took only one ten-second clip to introduce negative and unfavorable associations in the mind of the customer.

Brand leadership is as important as business leadership.


Brand Haiku #33: Brand Rejuvenation

Established brands are resilient, resourceful, and elastic. But good health is not a permanent condition.

Brand Rejuvenation is necessary when the:

–Emotional benefits are irrelevant

–Functional benefits are not contemporary

–Competitors have repositioned your brand

–Category in which you compete has become cluttered

The primary objective is to manage the meaning of your brand.


Brand Haiku #34: Brands Build Trust

There are three distinct stages for building trust:

– The brand must appear worthy of trust

– Then it can be seen as trustworthy

– Once trustworthy, the brand can become a trusted authority

No other asset, whether tangible or intangible, builds a trusted authority as rapidly, thoroughly, and sustainably as a brand.


Brand Haiku #35: Brands and Qualitative Research

Qualitative research is both a science and an art.

The science is to develop a demographic and psycho-graphic profile of the external stakeholders to be interviewed.

The art of conversation is required to immediately develop a credible and intimate relationship with each interviewee.

The right person, the right question, the right answer.

Context and content will yield the knowledge you seek.


Brand Haiku #36: When a Brand Dies

A brand is a living asset. As such, it has a lifespan.

A brand dies when customers no longer see it as a choice. The cause may be competition, disruptive technologies, or owner negligence.

Sometimes the brand name has lingering value. Speculators collect dying brands, believing that everything old is new again.


Brand Haiku #37: The Narrower the Focus, the Stronger the Brand

In the mind of the customer, Amazon is an extremely elastic brand—books, music, clothing—anything that can be put in a box.

But Amazon is not a healthcare provider, a software business, or a mutual fund company.

A brand that stands for everything will not be chosen.


Brand Haiku #38: Brand Loyalty

If loyalty means the repetition, periodicity, and frequency of a purchasing decision—we can measure this.

If loyalty means higher barriers to entry, the ability to command a premium price, and a source of sustainable competitive advantage—we have difficulty measuring this.

If loyalty means customer-evangelization, we can't measure this.


Brand Haiku #39: Imagine a World Without Brands

The economy would support many fewer categories of products and services.

The marketplace would support many fewer competitors in each category.

The competitors would produce fewer products and services.

The manufacturers would have little incentive to improve their products and services.

The customers would have fewer choices.


Brand Haiku #40: When News Brands Moved Online

News brands differentiate themselves online not by their published content but by the manner in which they display the content of their advertisers.

CNN has replaced headlines with advertisements. NPR thanks a sponsor for ‘supporting today’s home page’. Yahoo places ads in multi-purpose right and left columns.

Advertisers’ content will not create sustainable differentiation nor competitive advantage for a brand.


Brand Haiku #41: The NFL Brand

The off-season will allow for the rehabilitation of the NFL Brand.

Brands that have been diluted—especially those that self-mutilate—should take an extended, well-managed hiatus.

The leaders of many financial services brands would be well-advised to incorporate a hiatus into the strategy and daily management of their brands.


Brand Haiku #42: Branding a Day of the Week

Take a generic word like Friday, add a modifier like Black, and you have created a brand.

It has a primary target customer, provides a clear benefit, and engenders a unique set of behaviors.

This brand is so elastic, that it can extend for three consecutive days.


Brand Haiku #43: The Tagline

Taglines can:

– Describe the key benefits that your brand has to offer

– Help differentiate you from competitors

– Provide recognition and promote recall

– Communicate the business you are in

– Inspire customers and help to convey goals

Easy to update, taglines signal the growth of the brand.


Brand Haiku #44: The Elevator Speech

The Elevator Speech should be approximately twenty-five words.

The key source of these twenty-five words should be the Brand Foundation Story.

These words should already exist in the mind of the primary target customer.

The Elevator Speech should communicate the key reason the primary target customer should choose the brand.


Brand Haiku #45: Brands are Ideas

Brands are ideas because ideas:

– Live in the mind

– Rationalize new decision-making

– Introduce new behaviors

– Create choice and differentiation

– Establish meaning and relevance in our lives

– Create a sense of well-being and satisfaction

– Develop loyalty and belonging

– Have a distinct, predictable life-cycle

But, of course, not all ideas are brands.


Brand Haiku #46: Building a Global Brand

In order to become global, a brand must stand for a truly universal idea such as home, freedom, safety, family, music, health, happiness, simplicity, intelligence, friendship, or success.

Brand stewards must sacrifice—they must choose just one idea for their brands. Two ideas is one idea too many.


Brand Haiku #47: Brand Leadership

Brand leaders do the following things every week:

– Talk with one key customer and confirm why that customer purchased the brand

– Confirm the positioning of their key competitor

– Provide continuing brand education to every client-facing employee

– Review the deliverables from all agencies-of-record

This is how leading brands become brand leaders.


Brand Haiku #48: Personal Brands

The vast majority of individuals in the world would not benefit from building a personal brand.

The individuals who would benefit are:

These archetypes live in our hearts and minds. They are the primary sources for building strong, favorable, and unique brands.

75

Caregivers Creators Explorers Lovers Magicians

Rulers

Sages

Seekers

Warriors

Property of Joseph Benson of Benson Brand Strategy

Brand Haiku #49: Brand Managers

Brand managers are responsible for the daily administration of their brands. Best-in-class brand managers conduct the following activities semi-annually:

– Measure message adoption: Which messages continue to resonate?

– Competition assessment: Have any brands changed their position within the category?

– Scenario planning: How to manage a new and highly disruptive offering?

Think Managed Care.


Brand Haiku #50: The Brand Narrative

To build and manage the meaning of your brand’s narrative, you will need:

– The Single Word: the premier idea you want to own in the mind of the customer and in the marketplace

– The Benefits: the main reasons a customer chooses your brand

– The Brand’s Personality: the characteristics of your brand


Brand Haiku #51: Changing a Brand’s Name

The name of an established brand should be changed only when:

– The name no longer describes what the brand promises

– The customer no longer finds the name relevant or contemporary

– The market no longer trusts the brand

Introducing a new name is much harder than retiring an old one.


Brand Haiku #52: The United States Postal Service Brand

The consumer perceives a postal stamp as the USPS logo. No other brand has permission from its customers to create so many logos—and to express all of them simultaneously.

And no other brand's logos are collected so avidly, traded so actively, or appreciate in value so consistently.


Brand Haiku #53: Brands: The Mind and the Category

There is no maximum number of brands we can hold in our minds. But there is a finite number of categories we can maintain in our minds.

For a brand to be considered, it must live in a category. And its position in that category must be strong and favorable.


Brand Haiku #54: Customers Do Not Make Brands Sick

Brand stewards and managers are responsible for a brand’s long-term health and its daily care.

When a brand becomes stagnant, when it loses its meaning and relevance, it is not the fault of the customer.

Only the brand’s stewards and managers can return it to health.


Brand Haiku #55: Museums and Brand

Museums organize themselves in their category the way that businesses do in their category.

Take Boston.

– There is the Museum of Fine Arts—the generalist

– There is the Science Museum—the specialist

– There is the Boston Children’s Museum—another specialist

– There is the Isabella Stewart Gardner Museum—the boutique for the fine arts


Brand Haiku #56: Brand Extensions—Sports

A brand extension is the use of an existing brand name on a new product in a different category.

Think NFL, NHL, MLB. These brands sell toasters, office chairs, neon lights, memorabilia, clothing, lamps and much, much more.

Sports brands are the only brands that ‘extend’ profitably into dozens of categories.


Brand Haiku #57: Brands Recycled

They are bringing back the Lincoln Continental brand. The key brand associations are:

– 20th Century

– American

– Luxury

– Expensive

The brand is attempting to create new relevance and meaning by refreshing the brand name Lincoln Continental Concept.

Consumers don’t know what a Concept car is—or why they should buy one.


Thank You

Joseph Benson

Benson Brand Strategy

Framingham, MA 01702

508-628-0188 (o)

617-513-0290 (c)

508-302-0767 (f)

[email protected]

www.bensonbrandstrategy.com

www.linkedin.com/in/josephbensonbrandstrategy





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