Several folks from our creative / planning team were at John Pepper’s Baker University marketing classes for an ideation session on their class project: brand extensions for the Apple “iBrand.” There was a lot of energy from the students in the two classes as we did three ideation exercises (based on analogies, randomness, and transformation) and a round of prioritization in less than 50 minutes!
- New products allow you to experience the brand in different places (Starbucks)
- Licenses the brand to various companies (Martha Stewart)
- Introduces smaller versions of its products (Oreo)
- Offers related merchandise for users of its main product (Harley-Davidson)
- Finds new uses for its product & introduces brand extensions (Arm & Hammer)
- Lends its name to subsidiaries serving different market segments (Marriott)
- Extends its brand with a fee-based online presence (NASCAR)
- Lets you experience new products free & then sells them to you (Starbucks)
- Offers slimmed down versions of its main products (Special K)
- Offers products complementary to its main line (Fruit of the Loom)
- Changes certain visible “ingredients” of its product (Oreo)
- Takes a piece of intellectual capital & uses its theme in other product & service categories (Jimmy Buffett)
Thanks again to John for allowing us to come work with his students! I learn something new every year that we’re able to incorporate right into our planning efforts, and this year was no exception. We’ll be back!