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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