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Quite a risky marketing move IMHO. Transparency? Iconic brand trashing its past brand before proving in the new? What do you think?
Steve Shu // Steve Shu is a management consultant and business development professional. He is also an Assistant Professor in the business school at Irvine University.
Steve holds an MBA from the University of Chicago and both an ME and BS in Electrical Engineering from Cornell University.
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Quite a risky marketing move IMHO. Transparency? Iconic brand trashing its past brand before proving in the new? What do you think?
Interesting that this video talks about making Mickey "relevant" first. The notions of differentiation subtend somewhat, but are clearly important. Note that the article in which this video is embedded implies lessons for re- branding issues as well as personal re-branding issues. http://inventorspot.com/articles/how_mickey_mouse_rebranding_34286
For a dose of disgusting, here's Windows 7 launch & Burger King promo deal (7 patties - 2120 cals)! http://www.youtube.com/watch?v=FZubQTiZc2c
Just think that it was just a little more than a decade ago without Google ...
Is this the business model for Twitter? Co-branding - brand extension like thing. Some interesting elements that combine social responsibility, non-profits, word-of-mouth, and Yellow Tail wine-like strategy.
Update 10/17/09: More details emerging which indicates not as much like Yellow Tail wine strategy as I may have originally thought. For example, seems like wine may be in the $20ish range, possibly plan for more than just two wines, ...
My goodness! Really hits the guilt spot. Recent global warming public service message playing in the UK. http://www.youtube.com/watch?v=w62gsctP2gc
How branding and subbrands can go off the rail (see the post above for a bit of humor and truth).
Good example of missing the primary target. Saving the cheating husbands, but alienating the wives perhaps?
Interactive chart that references some key change points. Follow link here http://www.interbrand.com/BGB09/JXECR863200P.swf
