Is Brand Power Waning? (Part Two)
Is Brand Power Waning? (Part Two)
Guest Blogger: Ashley Wiederhold
Many industry leaders have long expected brands to lose their power as consumers become increasingly knowledgeable about their products, services, and behind-the-scenes activity, thanks to the World Wide Web. As an article published by the Harvard Business Review so aptly explains: “The case for the decline of big brands follows a strikingly clear logic: The primary role of a brand is to make it easier for consumers to choose which products to buy. If consumers have immediate access to information that helps them make those decisions[,] such as user reviews and expert opinion, the value of a brand will fall.”
At first glance, this may seem to be a strong argument. Think about it: When do you rely on brands? Perhaps when you are shopping for something and don’t know much about the product (i.e., you buy a Dyson because of brand recognition and reputation, not because you’re a vacuum cleaner expert) or when you’re in a hurry and don’t have the time to do your research (i.e., you need to quickly pick up a can of green beans and simply grab the variety you recognize).
But, as the aforementioned article points out, the Internet, which is the primary location of the information that consumers access when making key financial decisions, is also highly brand-driven: “As digital disrupts more marketplaces, brands become more important and more valuable. Take a look at the various brand rankings: Digital brands such as Apple, Google, Microsoft, IBM, Intel, and Samsung are in the top 10 of most rankings […] If brands are truly unimportant in a digital world, why is it so brand dominated? Why do so many people choose Google search over Bing when only experts can tell which has the most accurate results?”
The strong power that brands wield is, of course, the answer. But instead of leveraging traditional branding and marketing tools, today’s companies need to take their brand image online. The article puts it perfectly: “It’s about providing meaning and satisfying emotional needs. These fundamental human needs have not changed.” But the ways in which companies are able to meet these needs have changed—and drastically. Meeting these needs is now largely achieved via the Internet, rather than traditional advertising methods.
Before wrapping this up, it’s important to touch on one more idea, which was discussed in part one of this two-part defense of brand power. Because consumers have access to so much more information, it’s critical that companies uphold the brand image that they create by acting upon the values, mission, and attributes that they have chosen for their brand to represent. The article corroborates this, stating: “In a hyper-transparent digital world, consumers instantly know the difference between what a company says and what it does.”
The moral of this two-part story? Brands are important—nay, essential—in the Internet Age.
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Source
"Brands Aren’t Dead, But Traditional Branding Tools Are Dying," Harvard Business Review
Is Brand Power Waning? (Part One)
Is Brand Power Waning? (Part One)
Guest Blogger: Ashley Wiederhold
An article in The New Yorker has raised some interesting questions: Despite all of the money, time, and energy that businesses invest in their brands, is brand power a thing of the past? Is the influence of a positive, strong brand waning?
The argument put forth by the author of the article is that brands have become less important as consumers have become better informed. The article reads: “It’s a truism of business-book thinking that a company’s brand is its ‘most important asset,’ more valuable than technology or patents or manufacturing prowess. But brands have never been more fragile. The reason is simple: consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos.”
The article goes on to assert that today’s consumers have access to “reams of research about whatever they want to buy.” Ultimately, the author argues, the Internet has provided an avenue through which consumers can read reviews, reports, research, and other data about companies and their products—and that these pieces of information, more than any brand image, shape consumer behavior.
It is certainly true that today’s consumers have the ability to read up on just about any product, service, or company that they choose. But to say that this is weakening brand power is to overlook the fact that today’s companies can use the Internet to strengthen a brand’s image, rather than allow the World Wide Web to detract from it.
When used correctly from a marketing standpoint, the Internet is an invaluable platform upon which businesses can build their brand’s image. Through websites, blogs, online articles, social networking sites, etc., today’s companies can spread information about their offerings, their values, and their mission on a larger scale than ever before.
But let’s take a second to look at the argument that the article asserts. Brand power can wane with an increase in consumers’ access to information if that brand is built upon nothing but a logo and a tagline. The key to strengthening a brand in today’s information-centric world is to understand that a successful brand should encompass more than a visual identity. It should borrow from and build upon:
-- The company’s reputation
-- The characteristics that make the company unique
-- The emotional impact that the company has on its target audience
-- How customers experience the products and services that the company has to offer
When approached this way, it’s easy to see how Internet-based content—online reviews, social media activity, etc.—can actually help strengthen a brand image. But this is only possible if the company in question upholds the values, mission, and other attributes with which its brand is associated. Otherwise, the loyalty of consumers will wane—just as brand power will deteriorate—as people start to understand that the image a company puts forth is not an accurate representation of the business. Now, more than ever, it’s imperative for companies to build brands that they can stand behind.
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Source
"Twilight of the Brands," The New Yorker
IBM: Building a Lasting Brand
IBM: Building a Lasting Brand
Guest Blogger: Ashley Wiederhold
It’s easy to take today’s big brands for granted; while we can see the process of small businesses developing their brand identities, it’s often assumed that large companies are large companies because they’ve nailed down successful brand strategies (among other things). But these big businesses certainly have journeys all their own—and IBM is a wonderful example of how the right brand strategy can keep a company from crumbling.
An article published by Forbes features an interview between Allen Adamson, a contributor to the publication, and Randy Golden, a former senior corporate staff member at IBM. Golden spent more than two decades working with the company, and his role within the brand architecture and design group allowed him to support the forging of a lasting brand for the IBM Corporation.
To set the scene: IBM was, in 1993, facing collapse. With an $8.1 billion loss, the company had to let go more than 100,000 employees. Ultimately, the problem stemmed from the disorganized brand that IBM had become. While it was built according to a celebrated business strategy (“the promise of a globally integrated enterprise with integrated solutions”), the organization suffered from redundant processes, different internal marketing and advertising approaches, information systems that were disconnected, and more. The brand was, to put it simply, fractured.
To put the company back together, IBM hired Lou Gerstner, who was the former president of American Express and CEO of RJR Nabisco. Instead of facilitating the simple and timely dismantling of the business, which was assumed, Gerstner decided to unite all of the brand’s identities under one brand strategy. To do so, Adamson explains, “He understood that IBM’s inherent strength was in its ability to provide total business solutions for its customers. This was what the brand stood for.”
Bridging the gaps between different corporate entities is not always easy as a business grows. Each group within a brand family offers unique strengths, which is why they were acquired or built in the first place. But when trying to establish a solid, global brand, it’s essential that these entities are brought under the same umbrella.
As IBM’s leadership well knew, simply changing a logo wasn’t enough. Golden explains: “It was the responsibility of the brand team to identify, prioritize, and build integrated systems for presenting the IBM brand across all of the global business units and the numbers departments, products, and programs […] We did the foundational work to develop and articulate the core brand attributes and values, things that help truly differentiate the brand.”
Yes, a logo is important (critical, even). But there’s more to having a logo that matters, and today’s big brands understand this. Arguably, that’s why these brands have succeeded in growing to the extent to which they have. Internal communications, visual identity guidelines, brand architecture—these are just some of the many facets of branding at which IBM has excelled, and, ultimately, these are a few of the reasons why IBM is recognized around the globe.
Sources
Image from Mashable
“A Former IBMer Reflects on Building a Smarter Brand,” Forbes.com
Logos: Making Your Brand Pop
Logos: Making Your Brand Pop
Guest Blogger: Ashley Wiederhold
Branding is a multi-faceted process that requires several components working in tandem to be successful. One of these elements is a logo.
Ultimately, a company’s logo is its brand’s visual representation. Your business can have several different forms of collateral that are visual in nature, but odds are the logo is going to be on all of them. For this reason, the design of an appropriate, engaging, and strategically developed logo is paramount to your brand’s identification. Kathy Savitt, chief marketing officer at Yahoo!, puts it best: “The logo is your calling card, identity, manifestation.”
Graphic designers are trained to create logos that meet the needs of businesses, but it’s critical that today’s business leaders understand why certain logo candidates are better than others. The design of a new logo hinges on numerous variables, including:
- The target audience
- The mission of the company
- The values that the company has adopted
- The attributes with which the company wants to be associated
- The manner in which the logo will be used
- The industry in which the company operates
Graphic designers gather these details before getting to work. Today’s top designers will take this information and translate it into a series of characteristics for the visual brand identity. A fantastic infographic that breaks down the various elements of a great logo, below , was designed by 123Print and has been making its way around the Internet. As the infographic explains, everything from the color to the font can make a difference in the values, attributes, etc. that your logo conveys.
- Color: The color of your company’s logo needs to be visually appealing, of course, but it also needs to set the tone of the brand message you are trying to convey. For example, if you are looking to create a bold, vibrant brand image, you may try to avoid using pastel colors in your logo.
- Font: The old phrase, “It’s not what you say, it’s how you say it,” is so true when it comes to your business’ logo. The right font will attract your target audience—and help you manage the expectations of potential new clients. For instance, a company that wants to instill a sense of dependability may want to stick with serif fonts.
A logo should, through its individual components, create a visual representation of your brand that pops. This is the first impression that many people will have of your company or product, so make it count!
Source
Entrepreneur article
Richard Branson Communicates with Consumers, Builds Character with Branding
Richard Branson Communicates with Consumers, Builds Character with Branding
Guest Blogger: Ashley Wiederhold
“Brands exist as a means of communicating what to expect from a product or service,” explains Richard Branson in an article he wrote for Entrepreneur. This definition may seem simple—too simple—at first glance, but it conveys an often overlooked idea that is central to the art of effective branding: branding is a form of communication.
Too frequently, businesses approach branding as an afterthought. Professionals who are busy building a company may assume that the colors and font used in the logo, or the names of its products and services, or even the manner in which they communicate internally, play a minute part in the successful development of a brand with staying power—and they couldn’t possibly be more mistaken.
As Branson points out, branding is a form of communication. When you brand your company, you are creating materials (a logo, a product name, a tagline, etc.) that convey the values of your business. You are targeting, with these materials, the consumers that you want to turn into clients. With the wrong brand message, you and your potential clients might as well try communicating in two different languages.
Branson explains that businesses often make the mistake of trying to create a perfectly polished image for their brand—and this can cause them to suffer from a lack of personality and, as a result, appeal. He explains: “When creating your first ads, designing a logo, and reaching out to potential customers for the first time, you may be tempted to create a brand that’s very corporate and remote. Too many companies want their brands to reflect some idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character, and no public trust.”
So, what do you do when you’re trying to create a brand that will speak to the right consumers (and in the right language)? Your brand should reflect both the values of your company and the values of your target audience. Only when you remember that it takes two to communicate can you create an effective brand that clearly conveys your company’s message.
Sources:
Image from Forbes
Entrepreneur article
Social Media: How Can It Build Your Brand?
Today's guest blogger is Ashley Wiederhold, Project Manager here at Addison Whitney!
Social media is just one of many double-edged swords in the marketing arsenal. On one hand, when done right, social media marketing is a highly effective way to appeal to a target audience. On the other, the wrong approach to social networking can be disastrous. The key to leveraging social media platforms to build your brand lies in one simple task: understand your brand.
This may seem obvious, but you would be amazed by how many companies are engaging in social media marketing campaigns that detract from the brand they’ve established. While using Facebook, Twitter, LinkedIn, and the like may seem easy, it’s actually quite a strategic activity for companies that do it right.
So, how do you go about understanding your brand? The key lies in doing a bit of soul-searching about what your brand stands for. If you’re a new company that has just gone through the name or logo development process, you should have a strong knowledge of your brand’s mission and values. If not, take the time to answer the following questions, which were inspired by an article published by the Huffington Post:
- What does your brand look like? This means surveying the graphics that your company has developed to represent it, such as the logo. Additionally, gather details about your brand’s color palette, font, etc. It’s a great idea to create a brand standards document where you can keep all of this information (and distribute internally to ensure brand continuity).
- What does your brand sound like? Believe it or not, your brand has a voice. The point of social media marketing is to amplify this voice by proclaiming it from social networking platforms. To successfully do this, though, requires consistency. The posts that are published on Facebook should be consistent in tone. Additionally, this tone should be carried across platforms, such as onto Twitter or Pinterest.
- Why is your brand online to begin with? The simple answer to this question is to increase awareness. You want to increase your revenue by attracting new customers, and the only way you can do that is through an increase in visibility. The Internet opens a very big door with this regard, but your brand will only make it through the door successfully if you understand the purpose behind your social media activity. Do you want to inform your target audience? Do you want to keep people entertained? Keep this goal in mind when creating social content.
Source:
Huffington Post article
Making Your Mark: Tattooing as a Form of Self-Branding
We all find ways to “brand” ourselves on a daily basis. Just as companies send messages about who they are and what they stand for by using a carefully chosen name, slogan, or logo, we make our own personal statements with the clothes we wear, the places we frequent, the music we listen to, and even the Facebook statuses we post. And yet, much of these exterior signs are subtle and can be changed at the drop of a hat; we can buy new clothes, find new haunts, or change the types of media we consume. So how can one escape the ephemeral nature of self-expression and communicate his or her own personal brand in a lasting way? For some, the answer has come in the form of one or more tattoos.
Tattooing in its various forms has been around since the time of Ancient Greeks, and was explicitly documented in the United States as early as the Civil War (when soldiers would ink up to demonstrate their allegiances). While many of the tattoos of ancient times were compulsory methods of state control, used to mark slaves and criminals, the tattoo has slowly evolved to become a popular and in most cases, voluntary form of self-expression. Today, about twenty percent of all Americans sport at least one tattoo, while the tattooing industry rakes in an annual revenue of $2.3 billion as of 2012.
I began thinking about tattooing as a form of self-branding after my roommate decided to get inked up about a month ago, after years of contemplation, designing and waiting for the right moment. She came back with two tattoos: one was butterfly perched between her shoulders, and the other was a single word, “Desiderata,” written in her own handwriting across the nape of her neck. The butterfly, she explained, is her spirit animal (beautiful, free, yet fragile), made all the more meaningful by the fact that the design was created for her by a dear friend. The word desiderata, meaning things that are desired or essential, is the title of one of her favorite Max Ehrmann poems (read it here). Both tattoos represent symbols and ideas that deeply resonate with her, and provide the odd passerby with an outward glimpse of the personality within. For her, the tattoos create a personal brand of serenity, optimism, and perseverance in the face of obstacles.
According to Jill Fisher, Assistant Professor of Social Medicine at UNC Chapel Hill and author of Tattooing the Body, Marking Culture, people tattoo themselves for multiple reasons, including to mark an important life event, to show group identification or membership or to add personal decoration. Indeed, I’ve heard many tattoo bearers speak of their bodies as a canvas, on which they can place words and images that speak to them, whether it be on an aesthetic, emotional or intellectual level.
Some take this to the extreme, as with the case of model and performing artist, Rick Genest, famously known as “Zombie Boy.” His tattoos, designed to make him look like a member of the living dead, cover more than 80 percent of his body, and help create an incredibly unique personal brand, described as, “effortlessly cool and darkly glamorous…a chiaroscuro of both light and dark—part gentle warrior, part anti-establishment artful dodger…”
He refers to his tattoos as an ongoing personal project that he’s determined to finish, and it has garnered him much public attention (he even appeared alongside Lady Gaga in her “Born This Way” music video). Since his discovery and ensuing fame, he has even come out with Zombie Boy merchandise, including skull rings, combat boots, leather purses and biker helmets. While some tattoo bearers brand themselves to align with an already-established brand (think Twilight or sports tattoos), Zombie Boy has done the exact opposite, creating his own brand that eventually branched out into the larger public arena. That said, you don’t have to look at such rare examples to realize the potential in using the body as a way to share an idea or cultivate an image.
I have asked others why they chose to go under the needle, and the responses have been at times touching, surprising or even amusing. But, I have always learned something more about the person as a result. One of my supervisors told me his tattoo—a fleur-de-lis with a cancer awareness ribbon wrapped around it—symbolizes the Holy Trinity and commemorates a cousin who died of cancer. A friend got a Deathly Hallows symbol because she loves Harry Potter. A coworker, who has the beginnings of sleeves (tattoos running down the arms), told me that the last time he went into the parlor, he held out his arm and said to the tattoo artist, “Surprise me,” because he loves the experience and the euphoric rush that follows the pain.
Even when the tattoo doesn’t necessarily have profound meaning, as in the latter two cases, it can still suggest something about their interests, loyalties or adrenaline-seeking tendencies. In my first example, I see my supervisor’s personal brand as one of thoughtfulness, familial loyalty and spiritual contemplation. For my friend, I see a brand of devoted fandom and child-like excitement. And, in the case of my coworker (who is also an EMT and volunteer firefighter), I see spontaneity, boldness and a love of risk-taking.
However, it is true that the brand the “tattooee” sees is not necessarily the brand others see. In a society where tattoos are still somewhat stigmatized—and often associated with criminality or social deviance—many people look at a tattoo and automatically see a brand of rebellion, recklessness, stupidity or even danger, regardless of the design. Even those who are more open-minded might misconstrue the purpose or meaning behind a tattoo at first glance.
And so, tattoos present the wearer and observer with an intriguing dichotomy; while it is one of the most obvious visual forms of self-branding, it is also unlikely that the viewer will fully understand or appreciate the brand unless he or she talks to the bearer. It appears that the expression, “don’t judge a book by its cover,” still applies, even if the book comes with illustrations.
Contributed by Rachel Loucks
Sources:
“America’s booming tattoo economy: By the numbers.” Staff, The Week, http://theweek.com/article/index/233633/the-tattoo-economy-by-the-numbers
“Interview With Rick Genest, the Zombie Boy.” Alessandra Codinha, Women’s Wear Daily, http://www.wwd.com/eye/people/the-zombie-boy-survival-guide-5973051
“Tattooing the Body, Marking Culture.” Jill Fisher, Body & Society, http://www.jillfisher.net/papers/body_and_society.pdf
“Zombie Boy: Story.” http://rickgenest.com/index.php?option=com_content&view=article&id=59&Itemid=113
Neuromarketing: You don’t know what you don’t know
Neuromarketing, an upcoming discipline, is directed towards a detailed attempt in understanding the consumer decision making process. Unlike traditional market research methodologies, which are dependent on a respondents’ ability to accurately describe their thought process, neuromarketing is a process that analyzes a person’s sensorimotor, cognitive and affective response to marketing stimuli. By monitoring parts of the brain during the consumer decision making process, researchers are able to identify which parts of the brain are responsible for what.
The idea of monitoring brain waves to understand the decision making process was first brought forth by economists – coining the term, neuroeconomics. In recent years, marketers have taken to this research to understand the decision making process against marketing stimuli. Most commonly, researchers work with advertising pieces and analyze how various manners effect memory. Ultimately though, analyzing the connection between neuro activity and brands is what brought neuromarketing to the main stage.
In 2004, functional brain waves (fMRI) were monitored during a Coke vs. Pepsi taste test. This study, from the group of Read Montague published in 2004, conducted two tests, one blind and another labeled. During both, researchers monitored two areas of the brain -- the ventromedial prefrontal cortex (VMPFC), which processes information on sensory information, and the hippocampus dorsolateral prefrontal cortex, which is the part of the brain that uses sensory and cultural influence when processing information. Researchers believed the cultural consideration would bias Coke and its stronger brand history. After both studies were done, the blinded and labeled taste test, researchers concluded a preference for a brand is easily changed based on stimuli presented. During the blind test, respondents utilized the VMPFC and based solely on sensory information (taste), the two sodas tested relatively similar. However, once the label was presented, Coke benefited from the hippocampus and the strong brand presence Coke had achieved. This combination helped push Coke into the winner’s circle.
Today, neuromarketing is all about understanding how the hippocampus develops within each one of our brains, something that is commonly referred to as a meme. A meme is a value, understanding, emotional trait, etc.., passed throughout a culture, brought to existence by Richard Dawkins in his 1976 book, The Selfish Gene. Fashion trends, musical hits, and charitable involvement are all examples of memes. Various industry leaders have taken to this technology, with Google, CBS, and Frito-Lay having submitted their ads and products for analysis. These companies are eager to progress this science because they know the vast majority of decision variables are weighed sub-consciously. Therefore, being able to get a clear picture into which stimuli trigger what, will form a race to understand what it means. From there, an even greater race will follow -- The race to apply this knowledge.
Contributed by: Chris Rupp
Sources:
1 Karmarkar, Uma R. (2011). "Note on Neuromarketing". Harvard Business School (9-512-031).
2 David Lewis & Darren Brigder (July/August 2005)."Market Researchers make Increasing use of Brain Imaging". Advances in Clinical Neuroscience and Rehabilitation 5 (3): 35
3 Blackmore, Dr. Susan (Feb. 2008/June 2008): Susan Blackmore: Memes and ‘temes’. TED2008. http://www.ted.com/talks/susan_blackmore_on_memes_and_temes.html
4McClure SM, Li J, Tomlin D, Cypert KS, Montague LM, Montague PR
(2004) Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44: 379-387.
5 Zineb Ouazzani Touhami1,2*, Larbi Benlafkih1, Mohamed Jiddane3,5, Yahya Cherrah5, Hadj
Omar EL Malki2,5,6 and Ali Benomar2,4,5,6; Neuromarketing: Where marketing and neuroscience meet. November 2010. http://www.academicjournals.org/ajbm/pdf/pdf2011/4Mar/Touhami%20et%20al.pdf
The Secret Ingredient to Naming a Blog
The Secret Ingredient to Naming a Blog
By: Brittany Scott, Verbal Branding Associate
To some, naming your blog may not be the most exciting aspect. However, the name of your blog drives traffic to your site, gives readers an idea of what your site is about, and most importantly, makes your site memorable so readers will come back! So in fact, a name could be one of the most important aspects.
To earn a coveted spot in most users’ bookmark list, your blog name must be either descriptive or memorable (and hopefully both!). Alliteration, word play, and literal meanings can all be employed to create a name that is uniquely yours.
The descriptive name explains the blog’s content so users can quickly understand your blog’s purpose. If you choose to go this route, your ultimate goal is to create a descriptive name that doesn’t fall flat. AutoBlog is a great example. It informs users about the content (everything automotive) while remaining short and memorable. It may not be flashy, but it still gets the job done in a succinct and resourceful way.
Word play is often used in naming to capture the essence of content. Take, for instance, the gaming blog Joystiq, which plays off of the common word “joystick.” While related to old-school gaming, a deeper meaning and trendy spelling makes this name more striking.
Neologisms, or made-up words, are one of the best options for a unique, memorable blog name. Bakerella and Fashionista are examples of ownable terms that hint at content and provide name recognition in a crowded space.
A pun involves a word or phrase that has more than one possible meaning. Buns In My Oven, a cooking blog, takes the literal approach to a common idiom. Girls Just Wanna Have Funds, a personal finance blog, uses a popular song lyric to tackle the often awkward topic of money management. And Watts Up With That? is a blog about energy usage and global warming. If the play on “wattage” wasn’t enough, the fact that the author’s last name is Watts makes this even more clever. Our author succeeded in doubling his word play!
Some blog names are just arbitrary, words chosen at random to capture a feeling or style rather than literal meaning. Gwyneth Paltrow’s site, Goop, is a prime example. A lifestyle blog at heart, the name suggests shampoo, oily stuff, or possibly even gooey desserts. The blog is broad enough to encompass all of these things and more. The name intrigues readers and keeps them tuning in.
Creating a blog that is informative, enjoyable, and trend-setting can be tough. Creating a name that encompasses all that your blog is can be even tougher. But those who do it well will be rewarded with the praise of daily followers. What are some of your favorite blog names?
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Is Fido the Next Ideal Target Audience Member? A look at brands that have extended into the world of pet products
Brand extensions are a common way for established brands to profit from untapped markets that their current product line does not appeal to. By entering into an entirely different product category, these brands can attain these customers and, if done correctly, the extension can be a very lucrative endeavor. For example, Ralph Lauren’s Polo brand successfully extended from a clothing line to home furnishings, such as linens and towels, and beyond. But if a brand extension fails, the parent brand runs the risk of diluting or damaging its brand image and equity.
So why would a well-known brand enter into an entirely unrelated product category, such as pet products? In an interview with Extendonomics, Maria Peevey, CEO and Creative Director of SimplyShe, a leader in the pet lifestyle category, said, “Pet parents increasingly want the same treatment options for their pets as they have for themselves.” These “pet parents”, not pet owners, will go beyond the basic pet needs such as kibble and vet visits and strive to pamper their pets. Brands, such as Martha Stewart, have extended into this category in order to reach these pet-centric customers and provide them with products that allow them to share everyday human luxuries with their pets. Now you can sit on your Martha Stewart couch and read your Martha Stewart Magazine while your pooch lounges on his Martha Stewart dog bed.
When brands consider making the leap into a new category, they must decide if the move is a good match for their brand’s mission and goals. For luxury salon brand Paul Mitchell, moving from human hair care to pet shampoos seemed like a natural extension. This belief brought to life John Paul Pet, a company dedicated to providing “pet care with a salon pedigree.” While there are mixed reviews about the success of this brand extension, with some critics stating that this decision significantly eroded the luxury salon brand, others argue that if pet parents want their dog, cat of even horse to use these high-quality, pH balanced products, then they should have the option. Both brands have banned animal testing on their product lines and John Paul Pet supports non-profit organizations including The Humane Society of the United States and the Best Friends Animal Society.
Another well-known human luxury brand, Omaha Steaks, has ventured into the world of pet products and now offers Omaha Steaks Pet Treats. These cat and dog treats are made from genuine USDA meats and often require refrigeration after opening, a fact that may cause some confusion among pet parents who are looking for some steaks to grill. In her interview, Peevy noted that it is easy for brands to transition into the pet market because they can use excess materials to make the products- leftover fabrics are used to make pet clothes, unused leather from a belt makes a great dog collar and meat that wouldn’t live up to a human’s expectation from Omaha Steaks can be made into a yummy dog treat.
Successful pet brand extension companies all have one thing in common- they know they are selling to humans. These pet parents want their companions to have the same things they love, whether that’s clothes, furniture or grooming products. Tell us what you think of these brand extensions in the comments below.
Mixed by Lily Brock