by Devon Thomas Treadwell | Oct 1, 2009 | Branding, Branding Debacles, Line Extensions, Naming
Turns out the product will remain in Kraft’s Vegemite line, but will be renamed. That’s reasonable. However, Kraft says that it has culled a short list from names submitted during the contest and will–wait for it–conduct a survey and choose...
by Devon Thomas Treadwell | Sep 30, 2009 | Branding, Branding Debacles, Line Extensions, Naming
Kraft announced today that it is discontinuing its new iSnack 2.0 product. A line extension to Kraft’s venerable Vegemite spread–which has enjoyed decades-long popularity in Australia–iSnack 2.0 had a sad, short life characterized by a one-day...
by Devon Thomas Treadwell | Aug 12, 2009 | Naming
When can a powerful name work against you? When you don’t deliver on its promise. Take this example: Back in April, Britain’s official weather forecasting service predicted beautiful weather for the upcoming summer season. But instead of using typical...
by Devon Thomas Treadwell | Jul 19, 2009 | Branding, Positioning
Dear General Motors: I read in The Wall Street Journal that you want to attract a younger audience to your Buick brand. As an American taxpayer, I own 62% of your corporation, so it pains me to say that this strategy is doomed. The Buick brand is imprinted as a car...
by Devon Thomas Treadwell | Jun 8, 2009 | Branding, Positioning, Uncategorized
GM has announced that it is selling its Saturn division to racing icon Roger Penske. The $1.3 billion Penske Automotive Group has a number of auto-related businesses, including exclusive distribution of the Smart Car in the U.S. and a collection of dealerships...
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