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MasterPrintGroupx13connectVol2Issue22012x1cWex19reveryresponsivetowhatpeoplearesay-ing.Thisiswheremostofourideasfornewfla-vorscomefrom.x1dWhatNextVanIttersumwhoteachesgraduate-levelcoursesinbrandmanagementatGeorgiaTechwarnsthatbrandswithagrowthcurvelikeChobanimustbecarefulnottodilutetheirbrands.x1cThisiswherealotofgreatcompaniesmakeamar-ketingmistakex1dhesays.x1cBuoyedbysuccesstheyreachtogrowtheirmarketsattheexpenseofdilutingtheirbrands.Byleveragingwhatyoux19vebuiltyouruntheriskofdestroyingit.x1dHisadvicex1cDonx19tdestroyyourbrandforshort-termgains.x1dForexamplePBRPabstBlueRibbonwhichhistoricallybrandeditselfasax1cblue-collarx1dbeertodayisenjoyingmorepopularityamongx1chipstersx1dandx1csuitsx1dbecauseofitsperceivedunder-dogstatuspopulistappealandaffordability.VanIttersumsaysitwouldbeamistakeforPBRtoovertlytargetitsmarketingeffortstothesenewdemographicgroups.x1cNeveralienateyourcentraltargetmarketx1dhesays.AnotableandamusingbrandextensionflopthatVanIttersumoftenshareswithstu-dentsistheHarleyDavidsonwinecooler.x1cHarley-Davidsontooktheirbrandextensiontoawholeotherlevelwhentheyintroducedalineofwinecoolersinthemid-1980sx1dhesays.x1cAlotofrefinedwinedrinkersownHar-leysbutwhenwethinkofHarleyDavidsonwethinkruggedbikersleatherjacketstattoosbandanasx13notwinecoolers.x1dNothinxdbutgoodForbrandssuchasChobanimanyopportunitiesexistforgrowthonthehorizon.ForexamplethecompanyrecentlylaunchedChampionsakid-friendlyyogurtthatstaystruetoitsx1cNothingbutGoodx1dsloganandmission.Riessaysthekeyistoaskyourselfwhatyourbrandstandsforinthemindsofyourcustomers.Andifyoucanx19tanswertheques-tionwithoneortwosimplewordsyouhaveabrandingproblem.SuccessfulexamplesincludeBMWVolvoandMercedes-Benz.Asktheircus-tomerswhatthebrandsstandforandyouwillmostlikelyhearthefollowingBMWx13drivingVolvox13safetyandMercedes-Benzx13prestige.SowhatdoesChobanistandforx1cGood-nessx1dBiggssays.x1cOurproductisgoodforyouandittastesgood.Wefeelthataslongaswestaytruetowhowearex13qualitygood-tastingproductsthatarepricedfairlyandhonestlypo-sitionedourgrowthislimitless.x1dBuildingaprofitable700millioncom-panyinfouryearsisnosmallfeatandGreekyogurtcanx19tbeconsideredasmallniche.SaysRiesx1cYoudonx19tcreateasmallnichemarket.Youcreateanichemarketbutyoudonx19tknowhowlargeitwillbecome.Everycategorystart-edasasmallnichemarketx13sodaketchupfacialtissuex13andnowGreekyogurt.x1dNowthatx19sthepowerofnichemarketing.x1cByleveragingwhatyoux19vebuiltyouruntheriskofdestroyingit.Donx19tdestroyyourbrandforshort-termxdains.x1dx13KoertVanIttersumAssociateProfessorofMarketingGeorgiaInstituteofTechnology9