January 2001
Beginner
213 pages
4h 8m
English
Content preview from Positioning: The Battle for Your MindBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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12The line-extension trap
When the marketing history of the past decade is written, the single most significant trend will have to be line extension. That is, taking the name of an established product and using it on a new one. (The free-ride trap carried to its ultimate conclusion.)
Dial soap, Dial deodorant.
Life Savers candy. Life Savers gum.
Kleenex tissue. Kleenex towels.
Line extension has swept through the advertising and marketing community like Sherman through Georgia. And for some very sound reasons.
Logic is on the side of line extension. Arguments of economics. Trade acceptance. Consumer acceptance. Lower advertising costs. Increased income. The corporate image.
lnside-out thinking
Logic is on the side of line extension. Truth, unfortunately, ...
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