A recent trend in marketing is the downgrading of established brands by upgraded line extensions.
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Al Ries, Author at Branding Strategy Insider - Page 5 of 10
In the last 20 years, Procter & Gamble, the world’s most magnificent marketing machine, has launched many magnificent brands.
Should a new brand take off rapidly like a rocket ship? Or should a new brand take off slowly like an airplane?
Three years after Barilla was introduced into the U.S. market in 1996, the brand became the No. 1 pasta in America.
Why did Delta, Northwest, US Airways and United Airlines go bankrupt? Why were C2 and Pepsi Edge such notable failures? One answer might be “divergence.” Over time, every category breaks up into multiple categories, creating chaos for companies that try to keep their brands in the mainstream of the market.