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Brand Diversification: When Is it a Good Idea?

Brand Diversification: When Is it a Good Idea?In April I posted a SlideShare presentation (below) about tech startups and key brand considerations as they grow. In it I described Facebook’s decision to retain the WhatsApp and Instagram brands as part of a brand diversification strategy. Retaining acquired brands (rather than renaming and assimilating them into the parent brand) can be useful if they appeal to audiences, or deliver services that are not aligned with your core brand. While Facebook has 1.2 billion users, both Instagram and WhatsApp have hundreds of millions of loyal users. Since many of these users prefer these acquired apps over Facebook, it may make sense to keep those brands separate.

I also remarked that Facebook could continue to grow by following this type of diversification strategy, although it risks cannibalizing some of the popularity of its flagship brand. Now Facebook has publicly committed to this diversification strategy, which has been dubbed by some as “unbundling.”

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Lessons on Being (and Staying) No. 1

Lessons on Being (and Staying) Number OneAt Marshall Strategy we’re fortunate to work with many clients who are ranked No. 1 in their fields. These range from Caltech (No. 1 on the Times Higher Education World University Rankings  for the last three years) to Google (No. 1 in search) to the Rehabilitation Institute of Chicago (the No. 1 rehabilitation hospital in the U.S. for 23 straight years).

Many of these companies enjoy status as household names. What unites them, and what lessons can others learn from them?

Congrats on Being No. 1: Now, How Do You Stay There?
In some respects, you might expect our client roster to be made up of companies that are struggling. After all, aren’t they the ones who need the most help?

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High-Risk Naming: Can Google Trademark “Glass”?

High-Risk Naming: Can Google Trademark “Glass”?Google, which we’ve held up as an example of both good and bad when it comes to branding, recently applied for a trademark for the word “Glass.” Not Google Glass, just Glass. Not surprisingly, the U.S. Patent and Trademark Office is not going to give in so quickly. Everyday terms, such as glass, are usually not ownable by any one company, especially when they are descriptive of the product or service itself.

Trademarking Generic Terms
Generic terms are typically difficult to trademark, and for good reason. They are undifferentiating and cause confusion in the marketplace. The reason Apple was able to trademark an everyday word was that a word for a fruit does not in any way describe computing hardware. Glass, however, describes the appearance, apparent composition and function of the Google product. (Although, as this Mashable article attests, the product is not actually made of glass)

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Color and Your Brand

color and your brandUsing color to form an emotional association with your brand

What can profusion of color tell us about our relationships with brands? We form all kinds of emotional associations with color, and research has shown that the use of color can “increase or decrease appetite, enhance mood, calm down customers,” and even affect how long people think they’ve been waiting for a service.

Some brands hang their hat on color. ING Direct changed its name to Tangerine when it was acquired last fall and embraced verbally what had previously only been a visual part of the brand experience—the ING logo. The French telecom giant Orange built its brand around the color. This may be limiting (you’re unlikely to see a blue logo unveiled anytime soon), but if it’s done right and with commitment such an investment might be worth it.READ MORE

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