Brandomness
Brandomness is my new neologism for when brands make ridiculous extensions, usually in the case of product offerings. Case in point, on this weeks’ Munchcast, hosts Leo Laporte and Cammy Blackstone discuss Voodoo Doughnut, a local shoppe in Portland, OR which will also host your wedding party (and ceremony) or provide Swahili lessons! Talk about random, these guys are all tearing a new whole in the fabric of the products-services continuum.
The duo later discusses something which I mention all the time, how brands need to stick to their core focus to be successful. Extensions should come slowly, carefully, and only when they are absolutely seamless. Dunkin’ Donuts’ coffee subscription is a good example.
Here’s a clip from the show that highlights the tragedy that is brandomness.
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But in defense of Voodoo, if you have “quirkiness” or “eccentricity” as one of your core values, you get a free pass for oddball brand strategy.
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