Lately, I've noticed lots of companies going into new areas - extending their brand. Which is a pretty smart thing to do, given demographic trends. Here are some of the more interesting examples:
Toyota is making a wheelchair, the TAO-Light II, from car parts. Japan’s population is aging rapidly, and Toyota views the demographics as a growth opportunity, and not with fear. Toyota wants to market a slew of new products to these elderly Japanese and the families who care for them. (via Wall Street Journal -12/21/05)
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Speedo - From Learned on Women: Traditionally male-centric/hardcore sports brand, Speedo, readjusting its focus to include women beyond super-athletes, by way of a little more lifestyle-oriented approach.
The brand has been extending via footwear and women's non-swim fashions for a few years, but they are attempting to make a bigger splash now (pun simply could not be avoided) with the help of a new spokesmodel, Olympic medalist swimmer, Amanda Beard.
Nintendo - however, I wouldn't call it so much a brand augmentation as a reevaluating of what constitutes a video game. Cabel's Blog LOL composes: So, the #1 amusement in Japan is a non-diversion. My (stunning) decision: there is a vast market for new styles of diversions and new amusement players, and the hole amongst "recreations" and "applications" is getting smaller...[This game] opened gaming up to a radically new age of players. Seeing grandmas on the prepare holding their Nintendo DS like a book sends a moment flag — "cerebrum preparing in advance."
Liquor Norwood, the performing artist, and performer is best known exclusively by her first name, is entering the computer game world. She will give her voice and resemblance, and help build up the storyline, for a sci-fi activity amusement that will send in the first quarter of 2007.
Cognac, who has sold more than 14 million collections around the world, additionally will build up a unique soundtrack for the up 'til now untitled diversion. Other than hearing this selective music in the new diversion, the discharge plan requires the CD of the soundtrack to go at a bargain just before the computer game boats. (using Hollywood Reporter, 1/25/06)
Of course, just because you're trying to extend your brand doesn't mean you'll be successful. Andrea Learned cautions: It is terrifying to think you may disappoint your core market and become too "lightweight" or dilute the brand in their eyes, to gain sales/brand recognition by way of lifestyle offerings.
What heartens me is that so many different companies in different realms are trying to imagine new uses and new audiences for products - I think that's creative thinking. I would say outside the box thinking, but there is no box.
