With the fall of the Tupperware titan, it can be hard to see where innovation ends and getting lazy with your position begins. Thankfully, Mark and Lorraine are here to weed through the mess of brand extensions — the good and the bad. Listen along as they discuss the rise of Lume deodorant and their battle with Dove, beverage companies expanding into the alcohol market, and how La-Z-Boy got its lazy back.
Spend 35ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!
09/23/24 • 35 min
Brand Shorthand - Line Extensions and Brand Implosions
Transcript
Mark Vandegrift
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me today is the A-1 of B-2-C, Lorraine Kessler. I wonder how many people will get that one, Lorraine.
Lorraine Kessler
I'm not sure I get it.
Mark Vandegrift
The A-1 of B-2-C.
Lorraine Kessler
Business to consumer.
Mark Vandegrift
Yes, but it's A-1-B-2-C.
Lorraine Kessler
Okay. I got you. I also love B-2-B, and branding pertains to B-2-B as we
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