Top Brand Extensions

Nice article of the best and worst brand extensions.
brand extension survey


Online videos

According to this news:
Emerce – Media/Marketing nieuws: Online videotheek Directmovie: 100.000 video’s in 2006 already 2 companies deliver the possibility to purchase videos online: Directmovie and Movieplus. In the States, of course, many more propose this. I have tried several of them but because I’m based in Belgium I can’t use any of these services. Damn!? What are we waiting for and where are the open source initiatives in this area. Didn’t Skype become huge just because it was open for everybody?

Why the medium and the message matter equally

Very interesting story (first found thanks to Brand New): | Media | Advertising: Why the medium and the message matter equally
What we do at Tagora to handle this is using our channel mapping tool in the early stages of the briefing. This tool is based on CIM and gives us the media preferences of all socio-demographic segments. Based on that we have a view on what media we need to include in the plan for the specific segment we want to target. It is only after this stage that we brief the creative team. The advantage is that we give the creative team a framework within which they can work. Once the project is approved we include the mediaplanners to detail the media plan as the channel mapping tool only gives us the channel not which newspaper or which magazine we need to choose.

GoGo Kidz: Easing Airport Travel for Parents

I only wished I had this before I took the plane with my little girl.
GoGo Kidz: Easing Airport Travel for Parents: “Here’s a great product just waiting for some great promotion and marketing partnerships. The GoGokidz Travelmate is a plate with wheels and a telescoping handle system that attaches to a variety of toddler car seats. The idea is to make your car seat easy to manage in airports. Brilliant! Car seats are one of the most awkward and unruly things to cary through airports. The American FAA strongly recommends that parents bring a car seat for their young children on jetliners. Additionally, rental car companies and ground transportation operators often charge expensive fees for providing car seats. To save the hassle, cost and provide safety parents need to bring their own car seats. The added bonus is that parents can leave the stroller behind and simply strap their child into the car seat and roll them along.

The huge opportunity here is for car seat manufacturers to build this functionality into their products as an added feature and market differentiator. Additionally, airlines could co-brand these to enhance the family friendly image of their airline.

The next step here is to think about the bigger picture. Parents can only roll and carry just so much through an airport. If their rolling their car seat that means they aren’t rolling a carry-on suitcase. Perhaps there is further opportunity here to figure out a way to further attac”