It is interesting to see how some online brands are seeing positive results from extensions offline (MW last week) but others eager to create a tangible presence will need to move with caution.
Brands have to stay true to themselves and extensions will only work with the correct brand thinking behind them. Many in the past have tried and failed. Do you remember Virgin Cola? Capital Radio restaurants? Heinz All Natural Cleaning Vinegar? I thought not.
The problem is that some brands can get caught up in their own success and not put enough focus on what consumers want.
Whether it’s moving online to offline or vice-versa, brands need to be telling a consistent story and ensure that consumers are kept on this storytelling journey during the transition.
David Wood, Creative director, Iris Associates